Magnolia Bakery | Pitch Creatives
To put it simply, we needed to get Magnolia Bakery’s famed Sweet and Salty Banana Pudding on the map with a social and digital campaign that resonates with our target audience while generating buzz and excitement.
Client
Magnolia Bakery
Project Date
2020
Category
Key Visuals
The visual universe that we have created really highlights the playful tone of this campaign as well as emphasises its playful juxtaposition. The shape of the split between the colours is a nod to the iconic Yin Yang symbol, illustrating how sweet and salty compliment one other. The swirls represent the well-known swirls in the banana pudding itself. The colours are bold and striking, yet soft due to the use of pastel colours, which will appeal to our target audience. The key visual also places the product front and centre and highlights some of the new ingredients whilst synergising with the overarching concept. The style also lends itself well to other activations as you’re about to discover.
Social Media
In the following series of social posts, we demonstrate the malleability of our campaign idea and visual style. We have considered the composition of the grid and how these individual posts will work together to create an aesthetically pleasing social page.
Instagram Stickers & Event Geofilter
In order to help amplify the #SweetAndSaltyParty to more people, we created unique playful filters and stickers that attendees can use at the event to help style all their Instagram stories and TikToks. They tie into the overarching concept, some filters being sweet, while others salty.
Instagram Personality Game
This playfully insightful Instagram game taps into the sweet and salty moments in our target audience’s lives. Each square consists of an experience that many, if not all of our audience will have experienced at one point or another, making it impossible not to engage with and play. It also encourages players to share the fun with their friends.
Digital Gamified Banner
In this digital interactive execution, we give our audience the chance to capture their mood through our gamified banner. They are asked to catch the ingredients of the two contrasting tastes, sweet and salty. Whichever ingredient they collect more of will be a reflection of their mood, we then serve a message according to that mood. Either way, the sweet and salty banana pudding will be presented as a solution along with a direct link to purchase.
Packaging & Branded Giveaways
In order to generate loyalty amongst our customers, each customised pot they send to a friend will earn both the sender and recipient a loyalty point. Each pot will earn the buyer a loyalty point regardless, but the sharing mechanic will encourage customers to want to share food, good vibes and loyalty points!
Laptop Stickers
This more nuanced execution taps into a behaviour exhibited by our audience – by handing out cute branded stickers that our audience can add to their already garnished laptops. This will help increase awareness outside of the #SweetAndSaltyParty.
Sweet & Salty Tote Bag
This dual sided vibrant tote bag is designed to allow the owner to express how they are feeling when they fashion it. When they are in a good mood, naturally the sweet side will be displayed, and when they’re not feeling so great, they can show their salty side. It is basically a big upgrade on a mood ring.
COVID-19 Measures
As we know all too well, the coronavirus has impacted everyone’s life, and naturally it will impact our event. Which is why we have even taken measures to ensure that people can still enjoy our popup event without fear. We want to make sure that it does not feel like COVID, therefore we have playfully customised the COVID safety measures to make the event more light-hearted and still feel part of the experience.
We all know that the standard blue face masks tend to ruin whatever look you have going on. We have considered this and have created our own customised face masks that are more fashionable that attendees can fashion in public to amplify our campaign. Our on-ground staff will wear them too.
In addition, we have also designed table dividers made out of iridescent material that will add to the ambience of the pop up event.
