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

Naked Communications helped revive the fortunes of George Weston Foods' 'Little Bites of Cake' by building a bigger brand around the product.

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

Agency Naked CommunicationsAdvertiser George Weston FoodsAuthor Adam FerrierTotal 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...

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