Tenderflake – Brand Work

Cundari needed to grow the Tenderflake brand. To create awareness and affinity for Tenderflake, we needed to create a compelling brand idea and spot that would drive growth by brand preference, and engage new customers. The strategy was to go deeper than the notion that Tenderflake products are an easy way to create quality pastries. We had to engage people on an emotional level that acknowledged Tenderflake’s heritage while looking towards the future – and the idea that Tenderflake signified the start of something special. The result was Bake Tender Moments, which tells a generational story of how Tenderflake is a tradition that is passed down to every younger generation, who will continue to pass it down to future generations to come.