CAKEHEAD

Taking Cakehead from own-label bakery to branded success in one strategic launch

PR | STRATEGY | BRAND PARTNERSHIPS | EVENTS | AWARDS

THE CHALLENGE

Chris and Helen at Cakehead didn’t just start a bakery – they built an empire from Britain’s smallest county.

Over 16 years, they’ve created hugely successful businesses from their Rutland base, earning a reputation for innovation, quality, and cakes that actually taste as good as they look. Their state-of-the-art factory and expert team craft everything from classic favorites to gluten-free and vegan variants.

What they didn’t have was a branded frozen baked range that independent farm shops, cafes, and garden centres could fall in love with.

They needed a brand identity that captured their craft and quality, packaging that worked for a frozen bakery launch, strategy for the independent retail market, supported by a clear articulation of green credentials and brand purpose. A complete go-to-market infrastructure (CRM, database, trade presence). A sales pipeline that would justify the branded investment.

WHAT WE DID

Branding

Ran comprehensive branding workshop with Cakehead team
Refined target market definition and launch timings
Identified green credentials, brand ethos, and purpose
Created detailed brand guidelines document
Worked with design team to develop brand identity

Strategy

Translated branding across packaging and marketing collateral
Collaborated with web agency on customer journey optimization
Drafted compelling website copy
Created social media presence and photography guidance
Ensured consistency across all customer touchpoints

Events

Negotiated and booked key trade events
Developed stand look and feel
Commissioned tactical advertising
Implemented full CRM system
Created communication activation plan
Built 700-strong B2B database from scratch

Kick-started trade media relations programme
Recommended sampling opportunities
Identified key awards to enter (5 award entries drafted)
Initiated lead generation programme
Launched social media platforms
Secured pre-launch media coverage

WHAT WE DELIVERED

Branding workshop facilitation
Target market refinement
Brand identity development
Brand guidelines creation
Packaging design collaboration
Website copywriting
Customer journey optimization
Green credentials articulation
Comprehensive launch strategy
Trade event negotiation & booking
Stand design direction
CRM system implementation
B2B database creation
Communication activation plan
Social media platform launch
Photography guidance
Lead generation programme
Trade media relations
Tactical advertising
Sampling strategy
Awards programme (5 entries)
Pre-launch PR (£7K value)

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KEY RESULTS

£ Value of pre-launch media coverage

B2B database created

Higher than expected sales from day one

“They were always thinking ahead in terms of how to help Cakehead drive sales”

We really enjoyed working with the team at The Food Marketing Experts, they shared great knowledge of the industry and were always thinking ahead in terms of how to help Cakehead drive sales. Their industry knowledge and expertise were of huge benefit to the project.