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The Handmade Cake Co.

A successful, local foodservice cake brand that despite being the UK's 2nd biggest independent producer was pretty much unknown in or outside FMCG circles.

A recent management buyout, The Handmade Cake Co needed an urgent root & branch makeover. Existing clients deemed the business trustworthy but old-fashioned and sales priorities were changing from round cakes to single portion, on-the-hoof treats and specialist (GF) lines.

Solution & Execution

Ran internal and external audits to get true sense of what employees, management and key customers felt about the brand – results highlighted an underlying suspicion that this brand was a tad bland/soulless despite contesting a food arena (cakes) traditionally associated with wry smiles & happy thoughts.

Besides reinvigorating brand logo, website & annual trade brochure, we also embrace our proud regional provenance ('baked-in-Berkshire') whilst underlining our commitment to 'clean deck,' no-nonsense kitchen cupboard ingredients and wherever feasible, traditional (non-mechanized) culinary skills .

We engaged with influential trade press to demonstrate our growing commitment to innovation: GF, cakes-to-go, cupcakes & traybakes in an engaging, tongue-in-cheek style: only stray from your daily diet for something truly worthwhile!

Positioned ourselves between corporate Kate's Cakes & maverick Honeybuns

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