Supercook

The brief

To develop an advertising campaign aimed at raising consumer awareness of the company and its newest range of ready-to-use soft coverings: ButterIce, GlaceIce and Lemon DrizzleIce.

Our response

Consumer research was used to reveal that convenience and taste were key usage factors.

Brahm Advertising devised a £400k campaign, which used the strapline: ‘Supercook. A piece of cake.’

Brahm also identified that traditional baking is declining due to time pressures on working parents. It was decided that in order to sell products successfully Supercook must suggest baking as an activity, a way parents can spend quality time with their children.

From these findings Brahm developed the key concepts and messages of the campaign.

In addition Brahm’s PR team work closely with Supercook with the aim of positioning Supercook as the UK’s leading authority on cake baking and decoration. The Decorations category had been demonstrating a healthy growth of +6.4% (IRI 52 week ending Jan 2004 £14.4m @ rsp) with Supercook the brand leader in this sector.

Brahm suggested a public relations campaign to take cake decoration off the cooking pages and to inspire those who may not think of cake decorating, to decorate.

One idea was to take the traditional British icon, the wedding cake and research the trends around the cake. How an increasing number of couples are opting for cake decoration that reflects their personality. No longer are they having a white three tier cake or saving the top layer for their first child but instead having chocolate pots and even cheeses.

The outcome

As a result of feature and case study research, an exclusive was sold in to the Express Woman – the key target audience for Supercook.

For further information please contact:

Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com