Born in 1997, Château Gâteaux has become synonymous with gourmet-style, quality cakes, pastries and desserts sold over 15 stores nationwide. In 2018, Brand Spanking Marketing was commissioned to conduct a brand audit and recommend a refined brand positioning and new CI post their new ownership agreement with Dr. Oetker South Africa. Initially approached as a consultant firm, the whole account was eventually awarded to us due to our disruptive approaches and consistent ability to deliver on challenging briefs and timelines.
Task:
We were asked to look at the brand with fresh eyes and to make recommendations to enhance the overall value proposition and positioning. The main goal was to generate increased sales, brand awareness and become a sought-after brand to stock in retail.
Solution:
We conducted an extensive audit of over nine stores nationally. We conducted in-depth workshops with several key stakeholder groups to arrive at insights and opportunities to build the brand. We developed a brand strategy to demonstrate the opportunity to evolve the brand to a more modern, accessible offering, supported by a new CI, logo and communication style.
We’re incredibly proud of this work – as we’ve been able to originate and execute the new brand to great success. Our work with Château Gâteaux is ongoing and evolves every day.
