Peek Freans Cake Up: Enabling Moments of Togetherness

Rana Waleed Altaf, Zahra Fatima Ali

English Biscuit Manufacturers (EBM) entered an unregulated, wholesale-led cupcake category in Pakistan and increased sales of its Peek Freans Cake Up by carving its own infrastructure channel to build awareness.

Campaign details

Brand: Peek Freans Cake UpBrand owner: Peek FreansLead agency: Ogilvy PakistanCountry: PakistanIndustries: Bread, biscuits, cakesMedia channels: Competitions & contests, Events & experiential, Merchandise & free gifts, Product sampling, Sponsorship - sports, Television, Word of mouth, influencersBudget: 5 - 10 million

Executive summary

English Biscuit Manufacturers (EBM) entered an unregulated, wholesale-led cupcake category in Pakistan with no infrastructure available in trade and managed to turn the tables around, converting what is seen as an occasional treat into a lunchbox staple with consumer pull so powerful it...

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