Tinkies: Celebrate Everything

Tinkies, a sponge cake brand, encouraged consumers in South Africa to create and own moments by giving its audience a platform to Celebrate Everything with Tinkies.

Campaign details

Brand: TinkiesAgency: HellosquareRegion: EMEA

Strategy

Objective

Tinkies – A category-leading, nostalgic cake treat.

Currently, the Baked Treats Category is driven by indulgence, flavours, textures and formats. (Mintel 2017) Put simply, it is driven by innovation.

Tinkies had just come off an incredibly successful innovation range launch – Tinkies Half & Half, and therefore had no further planned innovation.

We needed to continue to drive growth and excitement within the Baked Treats Category through innovation and encroach on other treat offerings.

Job to be done:

  • Grow the number of consumers buying and eating Tinkies...

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