The Brief

We wanted to reward loyal customers of The Patissier by making their special occasions even sweeter, instead of giving just a regular discount. The problem with regular cake boxes is that they’re recognisable from a mile away, thus spoiling the surprise for everyone. So we created a series of cake boxes designed to blend into the three most common places that a person would usually put a cake.

Describe how the promotion developed from concept to implementation

We asked the client about the three most common types of customers they have and designed our cake boxes to suit their needs, making as relevant as possible to their lifestyles. Using that information, we created a series of special edition cake boxes designed to blend into common places they would usually put a cake – in the fridge, on a table and a desk (for office parties).

Describe the success of the promotion with both client and consumer including some quantifiable results

After just one month, our initial run of 900 boxes was completely snapped up through the word-of-mouth generated, which also led to greater brand awareness. In fact, the boxes were so well received, the client even asked for new designs next year. But most importantly, we created more happy smiles for the loyal customers and their loved ones by keeping their surprise a surprise.

Explain why the method of promotion was most relevant to the product or service

While most other cake shops and franchises reward their customers with discounts and price-offs, we wanted to stick true to The Patissier’s belief – making special occasions sweeter. Whenever a customer buys a cake, the shop staff will ask the customer if the cake is meant to be a surprise. If it is, the customer is given the choice to pack the cake into our specially designed boxes.