Ticking lots of relevant boxes as a nostalgic treat, a fun thing to do with your kids, or simply demonstrating yummy mummy good taste, not many food products are hotter than cupcakes right now. Over at the home-baking aisle you wouldn’t know it however, with no-one capitalising on the extra awareness (and rich imagery) that being in fashion provides for free.
Takeout: Telling a story that’s already ‘out there’ and has a great visual language could help agile brands to stand out.