Mumbai: Ogilvy India, in association with Ogilvy Pakistan, has crafted a heart-warming story for the launch of Peek Freans ‘Cake Up’. The commercial has already garnered great traction and has got over 10 million combined views, in just a week, across social media platforms.
English Biscuit Manufacturers (EBM), Pakistan’s leading brand of biscuits has stepped into a new food category with launch of ‘Cake Up’. The range of cupcakes come in 4 exciting flavours with a luscious centre filling of real strawberry pulp, caramel and cocoa.
Sukesh Nayak, Chief Creative Officer, Ogilvy West: Our products are filled with real goodness and so is our life. To launch the ‘Real Goodness’ platform, we chose to tell a story of a working mother who finds a unique way to create real a connection with her son. A connection that leaves a lasting impression.
Talking about the collaboration on this particular ad and how it came to be, Sukesh continues: Ayesha Janjua, the marketing head of EBM (promoter of Peek Freans Cake Up), was the marketing head at Shan Foods when we made two very successful ads for them and when she moved to EBM, we just wanted to continue the relationship. We are really glad that we did.
Ayesha Janjua, Head of Marketing, EBM: With this thematic campaign, we will establish our position in the consumer’s mind as being bigger than just a sweet snack. Peek Freans Cake Up will become the catalyst for starting real conversations with the people we love, who sometimes in our busy lives, we forget to appreciate or communicate with, in a meaningful way. Every moment counts, and when it comes straight from the heart, that moment becomes a lifelong memory to be cherished.
The campaign is being supported through Print, Outdoor, activation and an extensive digital leg.
Chief Creative Officer: Sukesh Nayak
Vice President: Nikhil Mohan
Creative Team: Kunal Sawant, Chandni Kapur
Account Management: Supriya S Venkittathodi
Account Planning: Vipasha Bhuptani, Nadia Miranda
General Manager: Naved Qureshi
Production House: Curious
Director: Vivek Kakkad
Client: EBM (English Business Manufacturers)
Head of Marketing: Ayesha Janjua
Category Manager: Saadi Mansuri