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...