Green’s Baking have a huge range of cake mixes, but it was suffering a lack of awareness. While other cake brands competed on deliciousness, we chose to challenge the category in an area none were playing.
And it was all based on a brand truth.
In behavioural science, it's called Effort Bias. Green's Baking is superior, because more effort and care goes into the cake mix. Every mix is tested, creamed and perfected before it goes to market.
This didn't just win us the pitch. It led to a new distinct brand platform, including Greeny. More than a distinct brand asset, some fans even created Greeny dolls!
