Traditional recipes – with a modern twist

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Rediscovering tradition: The Sweet Memories campaign developed by HALMA is Dawn's answer to the ongoing retro trend. At the bakery, familiar treats tempt customers in trendy variations and modern, smaller portion sizes: "Grandma's Little Favorites" – these are new taste experiences that awaken delicious memories and traditional German baking recipes that, with creative variations, also appeal to younger target groups. For example, the classic Black Forest cherry cake becomes a hip Black Forest muffin…

More about the project

Customer
Dawn Foods

Industry
Food

Offering
Branding
Print
Content

In short: "Sweet Memories" effectively reaches sales representatives, end consumers, and bakers! A 6-page folder with a contest insert handles B2B communication, while various sales materials (posters, flyers, dispensers, displays, stickers, picks, and magnets) bring the concept and story to life at the point of sale. This boosts demand. But "Sweet Memories" offers even more – charming customer loyalty! A contest motivates end consumers to submit their favorite recipes and share their own sweet memories. Bakers then reinterpret the winning recipe, baking it in miniature as "Grandma's Little Favorites." Nostalgic memories meet modern confectionery artistry – a win for everyone! And it's a chance for bakers to combine the best of the past and present. Customers will love it!