THE BRIEF
Creams Café has traditionally struggled to attract customers in the morning. To address this, Creams Café wanted to create a launch moment for their new brunch innovation, Froffle Toast, a crave-worthy mash-up of waffles and French toast.
THE KILLER INSIGHT
When food trends go viral, copycats quickly follow. Budget supermarkets are increasingly producing their own dupes of trendy dishes. And with Creams’ Froffle Toast due to take the dessert scene by storm, the risk of being ripped off was real.
THE RED THREAD IDEA
We got one step ahead of the copycats. Before budget supermarkets could create a dupe, we launched an integrated campaign announcing that Froffle Toast was officially ‘protected’ — turning the threat of imitation into the story itself.
WHAT WE DID
- Broke the news that Creams was racing to trademark Froffle Toast
- Supported the story with mobile billboards touring the city, warning supermarkets the trend might not stay available for dupes for long
- Extended across social with tongue-in-cheek creative, including a mock legal notice, spoof press conference and OG vs Dupes content — rallying consumers and fellow brands around the idea of protecting originality
THE IMPACT
Froffle Toast became the story before anyone could copy it, selling out early and turning morning trade into Creams’ busiest slot. The campaign drove national coverage and proved that protecting an idea can be just as powerful as launching one.
- 40 pieces of coverage, including The Sun, The Mirror and Daily Star
- 52M publication audience; 207K views
- 70 average domain authority
- 70% increase in sales before 2pm
