Campaign details

Brand: Peek Freans Cake Up
Brand owner: Peek Freans
Lead agency: Ogilvy Pakistan
Country: Pakistan
Industries: Bread, biscuits, cakes
Media channels: Competitions & contests, Events & experiential, Merchandise & free gifts, Product sampling, Sponsorship - sports, Television, Word of mouth, influencers
Budget: 5 - 10 million

Executive summary

English Biscuit Manufacturers (EBM) entered an unregulated, wholesale-led cupcake category in Pakistan with no infrastructure available in trade and managed to turn the tables around, converting what is seen as an occasional treat into a lunchbox staple with consumer pull so powerful it achieved 31% market share and PKR1.8bn in sales in its first year.

Market background and cultural context

A push vs. pull battle

Goliath in the cupcake category, Hilal, had 75% market share in Pakistan. It had a stronghold in wholesale distribution (70:30 wholesale vs. retail), great reach and influence on retailers. Being the only branded player for over a decade, it enjoyed enviable brand awareness and Brand Used Most Often (BUMO) scores of 97% and 50% respectively. Cupcakes, though, were still considered an occasional snack.