POPKEK: Eti Popkek’te Boş Yok…

Popkek, the small cake brand, made a campaign that would further strengthen consumer love in Turkey.

Campaign details

Brand: POPKEKLead Agency: MILKLABRegion: EMEA

Strategy

Objective

Small cakes accounted for 70% of the cake market and the small cake market was shrinking in tonnage. The price sensitivity of this market was very high. Popkek Classic, the biggest player in this market, was in the "1 TL" level, which is considered as the "gold price level" by the FMCG sector, and is very valuable. In 2020, the brand had to increase its price, and it was very important that Popkek sales did not decrease while doing this.

Of course, in this case, the...

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