G R WRIGHT & SONS
A ‘buzz’ within the market and major listing increases
The leading cake mix brand, Betty Crocker, has a huge range of boxed cake mixes to suit every bakers taste. Wrights however, had mixes in small 500g bags which look insignificant on the shelf in comparison. We needed to establish a territory that Wrights could own and give them impact at point of sale. We identified that Wrights cake mixes are very versatile – one mix can make lots of different cakes – which enables consumers to be spontaneous and inventive. Our new strap line: ‘Little bag. Lots of cake’ reinforced this proposition and the vintage design style with pastels and cake illustrations appealed to young mums.
The project included: Consumer research, Proposition, Strap line and Packaging.