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01 October 2024

Dan Cake. Eat as you please!

Dan Cake. Eat as you please!

The Dan Cake brand is launching a new communication platform. Under the slogan "Eat how you want", it invites you to be authentic and approach food on your own terms.

In its previous communications, the Dan Cake brand, under the slogan "Give yourself time", focused on promoting the benefits of product attributes specific to its market categories. It has primarily emphasized the convenience and time savings that result from using packaged bakery and confectionery products on a daily basis.

"Eat the way you want" is a new, inclusive communication that moves away from creating needs and focuses on the authentic stories of the brand's audience. It's a space that puts a premium on relationships between people, values freedom and invites people to contest the constraints of convention and habit.

The "Eat as you want" platform is the result of an in-depth strategic process mapping the market and the needs of category users. The new communication assumptions will allow the brand to better address the motivations of a wider audience.
The key attribute of the product, communicated in the summer installment of the Milk Rolls campaign, is its composition (high milk content) and the fact that the product does not crumble when eaten, so it will prove useful not only as a base for a family breakfast or a sweet snack for school or work, as was communicated by the brand earlier, but also on other occasions and at different times of the day.
The new communication platform significantly changes the optics of the dialogue between our brand and its audience, putting consumers and their truth about how they use our products at the center. After all, good food should not be reserved only for those who have the skills, time and space to make a meal for themselves.
Dan Cake, as a brand offering high-quality, modern bakery products, always ensures that they fit into the lifestyle of modern people on the one hand, and on the other, that they make everyday life easier.
Victor Kowalski
Head of Marketing, Dan Cake Polonia
The change in the communication platform is accompanied by an opening campaign based on the brand's new image film:
Its characters are ordinary people and their daily lives, which consist of busy mornings in the kitchen or evening meetings with friends. Dan Cake is their companion, an element of a greater whole, and the situations depicted take place on the terms that the characters themselves create, on their own terms.

Betting on a new communication message, the brand also took care to redefine the strategy of activities in its social media. Regular collaborations with influencers are planned, representing the world of young people, active leisure or followers of clever cooking solutions. The tone of voice of communication, publication formats and intensity of dialogue with the audience will also change.

The campaign promoting the new communication platform starts in mid-September and in the first stage will include channels such as: ads in Multikino and Helios cinema chains, Addressable TV on TVN, VOD (Player and Polsat Box), paid promotion in social media channels (Instagram, TikTok and Facebook), rich media campaigns, as well as promotions in popular shopping apps (Listonic, Blix, Glovo).

Bluerank is responsible for developing the new communication platform, ideation, strategic oversight and graphic design. The spot was produced by KeyStory. Social media activities, including cooperation with influencers, are implemented by Tears of Joy. The landing page was created by the agency Its characters are ordinary people and their daily lives, which consist of busy mornings in the kitchen or evening meetings with friends. Dan Cake is their companion, an element of a larger whole, and the situations depicted take place according to the rules created by the characters themselves, on their own terms.

Betting on a new communication message, the brand also took care to redefine the strategy of activities in its social media. Regular collaborations with influencers are planned, representing the world of young people, active leisure or followers of clever cooking solutions. The tone of voice of communication, publication formats and intensity of dialogue with the audience will also change.
The campaign promoting the new communication platform starts in mid-September and in the first stage will include channels such as: ads in Multikino and Helios cinema chains, Addressable TV on TVN, VOD (Player and Polsat Box), paid promotion in social media channels (Instagram, TikTok and Facebook), rich media campaigns, as well as promotions in popular shopping apps (Listonic, Blix, Glovo).

Bluerank is responsible for developing the new communication platform, ideation, strategic oversight and graphic design. The spot was produced by KeyStory. Social media activities, including cooperation with influencers, are implemented by Tears of Joy. The landing page was created by Ancymony agency (*ancy), which is also responsible for the new key visual, PR and media contact. which is also responsible for the new key visual, PR and media contact.

Read more: www.jakchcesz.pl

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