The competitors were building their communication around two stereotypical images: the image of the "mother-housewife" that is virtually always in the kitchen, and a visual mix of syrupy, artificial, and trivial moments to suggest tenderness.
The research findings confirmed the oversaturation of the market with this kind of communication. Moreover, it wasn't fully engaging for our customers. To outperform our competitors, we decided to explore a different brand platform. We based our strategy on the insight that the most enjoyable moments for our target group are closely related to sweet childhood memories. These are the magical moments, particularly on holidays when we are surrounded by the love of our grandparents, and they tell us interesting stories, give us some useful and sometimes funny advice, and also cook for us delicious sweets.