Earlier this year, our delicious Swedish cake client launched its first lactose-free cake – an exciting leap for the bakery who over three decades has built its reputation on high quality gluten-free cakes, including the globally best-selling Daim Cake.
Working with the client, Jellybean developed a two-phased strategy to make as much noise around the launch as possible, for as long as possible in foodservice.
Research established that one in five people may be intolerant to lactose – the most common form of dairy intolerance. The trade needed to know about the new cake and the fact that Almondy was providing a solution by expanding its free-from portfolio.
The initial press release was picked up by the media across the industry and we wanted to build on the buzz around the launch. The second phase focused on educating operators on the consumer demand for lactose-free and the market and profit opportunity from the new free-from cake.
Jellybean’s consumer research revealed that 72% of people would like to see more lactose-free options on menus when eating out. We leveraged this insight through our high impact press packs to all key publishing houses – bespoke cake-drops with various Almondy goodies accompanied the news release sharing exclusive details of the compelling research. This ensured that journalists were given the opportunity to try the indulgent Chocolate & Roasted Almond Lactose-Free Cake for themselves, as well as hear about the insight in an engaging and informal way.
Almondy’s 5,800 followers followed the cake drops via Twitter, and the press engaged with the brand through social media, amplifying the activity across the industry. The press release was also distributed to the wider foodservice press, generating a second wave of coverage and column inches for the Swedish bakery.
The activity generated an OTS of 960,869 and 52 pieces of trade press coverage.
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