Dan Cake serves dinner anew
A campaign for Dan Cake barbecue products has been launched. In this year's installment, the brand convinces audiences that barbecue dishes are perfect as a dinner idea prepared for family and friends - not only outdoors, but also at home.
A spot was produced for the campaign, which will be aired on VOD platforms, YouTube, social media and with Addressable TV. Its main message centers around breaking the boredom in the kitchen by introducing inventive dishes based on Dan Cake brand hamburger buns.
Link to spot: https://youtu.be/vG8NyENBQmk
Bluespace, a branding studio within the Bluerank agency, is responsible for the overall concept and execution of the campaign.
We wanted to disenchant consumer thought patterns regarding the occasions of use of burger and hot dog buns. The campaign takes these products
out of the narrow context of barbecue gatherings or restaurant orders and places them in a new framework. By fitting into the repertoire of everyday home dining, we provide the entire product category with greater accessibility within consumers' mental maps, which in turn provides a direct translation into increased purchase frequency.
out of the narrow context of barbecue gatherings or restaurant orders and places them in a new framework. By fitting into the repertoire of everyday home dining, we provide the entire product category with greater accessibility within consumers' mental maps, which in turn provides a direct translation into increased purchase frequency.
Basia Szatanik
Brand Strategy Supervisor at Bluerank
The base of the campaign is a consumer activation, which takes place under the slogan: "Przepis na Swojaka". The participants' task is to go to www.GrillujZDanCake, perform the contest task - that is, create a recipe for a burger that is quintessentially Polish and based on Dan Cake products - and give it an original name they have come up with. For the most interesting recipes, with the help of artificial intelligence, images will be generated to illustrate the recipes proposed by participants.
In the "Dinner Serves Again" campaign, we are betting on strong and outreach media support for the entire product line of hamburger and hot dog buns. By the way, this season we are presenting a refreshed packaging design.
Both the context of the campaign and the creative aspect refer to the fact that it is at home that consumers are most likely to prepare burgers, and the dish itself, in addition to its immense popularity in restaurants and specialized burger shops, has become an alternative to classic dinner dishes.
We want to inspire you to use our buns in recipes for classic burgers and invite you to play with your favorite, less obvious and typical toppings.
Both the context of the campaign and the creative aspect refer to the fact that it is at home that consumers are most likely to prepare burgers, and the dish itself, in addition to its immense popularity in restaurants and specialized burger shops, has become an alternative to classic dinner dishes.
We want to inspire you to use our buns in recipes for classic burgers and invite you to play with your favorite, less obvious and typical toppings.
Victor Kowalski
Head of Marketing, Dan Cake Polonia
There are attractive prizes to be won in the contest, such as a Samsung freestyle projector, Tefal electric grills, and signature kitchen aprons.
The activation will be further supported by the activity of influencers Michal Mirlak (zabojczopyszne) and Dawid Jedynak (jedynak.gotuje).
As part of the challenge thrown to them by the brand, they will compete with each other for the best grilled dinner dish, based on Dan Cake burger buns. Also included in the series of activities is an outdoor and digital indoor campaign in shopping malls. The activity is planned for the entire month of June in large and medium-sized cities in Poland, with a total of almost 1,000 carriers. Also planned are advertising activities in shopping apps: Blix and Listonic.
The campaign will last from May 14 to July 14 this year. Regulations and detailed information are available on the campaign website:
The activation will be further supported by the activity of influencers Michal Mirlak (zabojczopyszne) and Dawid Jedynak (jedynak.gotuje).
As part of the challenge thrown to them by the brand, they will compete with each other for the best grilled dinner dish, based on Dan Cake burger buns. Also included in the series of activities is an outdoor and digital indoor campaign in shopping malls. The activity is planned for the entire month of June in large and medium-sized cities in Poland, with a total of almost 1,000 carriers. Also planned are advertising activities in shopping apps: Blix and Listonic.
The campaign will last from May 14 to July 14 this year. Regulations and detailed information are available on the campaign website:
www.GrillujzDanCake.pl
The strategic concept, creative idea, video spot, key visual, OOH activities are the responsibility of Bluespace branding studio, operating within the Bluerank agency, which will also execute the digital media campaign.Development of the campaign website, social media communication and PR and media contact: Ancymony agency.
Spot production: Key Story
Food session production: Warsaw Foods
Outdoor campaign: AMS
Spot production: Key Story
Food session production: Warsaw Foods
Outdoor campaign: AMS
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