Les Treats Petites

the challenge

The UK’s cake and biscuits category was in decline due to changing consumer attitudes and an ageing traditional customer base.

In an environment dominated by own label products and discounting strategies, we needed a strategy to promote awareness of Bonne Maman Cakes, to boost trial and purchase of their traditional French treats: La Madeleines.

our approach

Harness consumers’ impression of French passion and dedication for traditional food and quality ingredients.

Emphasise quality over price – Through Bonne Maman’s home-made authenticity, and a healthier approach to small indulgences we created the tag line “Les Treats Petites”.

Activated through experiential and shopper engagement activations, driving trail and visibility.

Celebrity ambassador programmes, press advertising and event sponsorship to drive awareness.

commercial success

Against a fairly flat market, the Bonne Maman Brand increased sales by approximately 55%.

ROI £1.49 returned on every £1 spent.

Bonne Maman is now the fastest growing premium cake brand in the UK.

“The Bray Leino team has brought fresh energy and innovative ideas to our brand. Their creative has delivered great cut-through in a highly competitive category. They have challenged some of our assumptions and delivered a commercially astute and effective strategy.”
Emma Sully, UK Marketing Manager, Bonne Maman