The Swedish bakery brand Delicato is running another of their tongue in cheek poster campaigns at the moment in a wave to add new energy to the brand. They stick to the same creative idea that was so successful for them in 2007 when they won the Swedish advertising of the year award. The idea (developed by Ogilvy) is focussed on playing up the strengths of what Delicato offers in a way that is both humourous and slightly cheeky. And the creative and copy is great with messages such as 'Remember to eat according to the food pyramid' or 'Guaranteed to be free of wholemeal' and 'Have you tried the cake method'. It's a great way of defending the strengths of the brand at a time when sugary desserts are facing a lot of criticism. Of course people still need to treat themselves, and the time of recession might well be the perfect time for a 'real treat' brand. In terms of advertising I think Delicato is doing a brilliant job. And in terms of adding new energy to the brand I think they can and should do even more. Delicato would benefit from strategic innovation to appeal to new markets and targets groups, creative concept development and modernised, more relevant packaging. So - if things move on in this direction I'm sure Delicato will be a very fun brand to follow!
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