How the Ministry of Muffins revived the fortunes of Little Bites of Cake

Agency Naked Communications
Advertiser George Weston Foods
Author Adam Ferrier
Total Campaign Expenditure $1 - 2 million

Little Bites, by Top Taste were launched in April 2007 as a treat for the kid's lunchbox. The packaging (shaped as a kid's lunch box) and communications reflected this positioning. However, a year after launch sales were starting to wane (down 0.1% year on year), and consequently trade partners had begun to rationalise the number of SKU's ordered. Further, genuine product innovation was frustratingly difficult. Both the brands functional name ‘Little Bites’ and rational promise of ‘little bites of cake’, limited NPD to flavour variations. Additionally, new users had to be found as the cake isle in the supermarket was becoming a wasteland. Things were not looking up for ‘Little Bites’. Communications were going to have to bring to life a completely new strategic direction for the brand.