Bray Leino

Core disciplines: Advertising/Creative, Digital, Integrated marketing, Media planning & buying


Les Treats Petites


The challenge

The UK’s cake and biscuits category was in decline due to changing consumer attitudes and an ageing traditional customer base.

In an environment dominated by own label products and discounting strategies, we needed a strategy to promote awareness of Bonne Maman Cakes, to boost trial and purchase of their traditional French treats: La Madeleines.

Our solution

Harness consumers’ impression of French passion and dedication for traditional food and quality ingredients.

Emphasise quality over price – Through Bonne Maman’s home-made authenticity, and a healthier approach to small indulgences we created the tag line “Les Treats Petites”.

Activated through experiential and shopper engagement activations, driving trail and visibility.

Celebrity ambassador programmes, press advertising and event sponsorship to drive awareness.



Against a fairly flat market, the Bonne Maman Brand increased sales by approximately 55%.

Bonne Maman is now the fastest growing premium cake brand in the UK.

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