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Parle Bakesmith

  • Industry:Food
  • Services:Videos
  • Date:16 Jun, 2022
Parle Bakesmith

About

Parle’s new campaign for its BakeSmith range of Marie biscuits traces its roots back to Mrs. Smith of London. The campaign showcases how Parle Bakesmith biscuits are crafted with traditional baking methods, which reflect the brand’s heritage and authenticity. The campaign is built around the story of Mrs. Smith, a baker from London, whose dedication to quality and precision in baking laid the foundation for the BakeSmith brand's creation in India.

Key Deliverables:

  • Development of a captivating campaign video that traces the story of Mrs. Smith and her legacy.
  • Creation of creative assets for TV, digital, and social media platforms to reach a wider audience.
  • Collaboration with Parle to ensure the video accurately reflects the brand’s heritage and values.
  • Integration of high-quality visuals and storytelling to emphasize the authenticity and tradition behind the BakeSmith biscuits.

The Challenge

  • Storytelling Challenge: Effectively narrating the origin story of the BakeSmith brand while keeping the audience engaged and aligned with the modern-day values of the product.
  • Brand Heritage: Successfully merging Parle’s longstanding legacy in India with the new, premium image of BakeSmith, without losing its traditional roots.
  • Appealing to Modern Consumers: Ensuring the campaign resonates with both loyal Parle customers and new consumers who are seeking quality and authenticity in food products.
Parle Bakesmith

The Solution

  1. Brand Storytelling: The Mad Men team built a narrative around Mrs. Smith’s legacy, intertwining historical authenticity with modern visuals to capture the essence of the BakeSmith biscuits’ craftsmanship.
  2. Visually Captivating Campaign: The team created an engaging video that showcases the traditional baking methods, paired with emotional storytelling, that resonated with the target audience's desire for genuine, high-quality products.
  3. Cross-Platform Marketing: The campaign’s creative assets were optimized for TV, digital platforms, and social media, ensuring a strong brand presence across multiple touchpoints and reaching a wide audience.
  4. Brand Consistency: The video stayed true to the Parle brand’s values of quality and tradition, while also emphasizing the premium, artisanal nature of the BakeSmith range to appeal to the modern, quality-conscious consumer.
Parle Bakesmith

Project Result

  • Increased Brand Awareness: The campaign effectively introduced the BakeSmith range to a new audience, resulting in increased brand visibility and recognition.
  • Enhanced Brand Image: By aligning with the premium, authentic story of Mrs. Smith, the campaign positioned BakeSmith as a high-quality, artisanal product, enhancing its appeal in the competitive biscuit market.
  • Wider Consumer Reach: The campaign successfully reached a wide demographic, leveraging digital platforms and social media to target younger, modern consumers while retaining the interest of loyal Parle customers.
  • Improved Engagement: The campaign saw high engagement on social media platforms, with positive feedback from consumers appreciating the brand’s focus on authenticity and quality craftsmanship.

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