Ever since the launch of Sooper Classic Soft Bakes in November 2021, the brand has become the number one biscuit choice for most consumers. English Biscuit Manufacturers (EBM) say they are the market leader in the packaged soft cake category, a category that stood at Rs 20 billion in November 2021. Given this benchmark, the brand can only aim to beat its own record and capture more market share. With this in mind, EBM introduced Sooper Classic Chocolate Soft Bakes in December 2023, a chocolate variant.

The recent animated campaign for Sooper Soft Bakes has proved to be a hit, if only because it moved away from the usual ‘slice of life’ formula. That said, it was not only the animated factor that made the campaign stand out – the emphasis on cultural diversity also hit the spot among audiences. The video encompasses a hand-drawn, animated, split-screen format that displays the blend of the brand’s original and chocolate flavours. The split-screen format harmonises the two flavours, striking a parallel with the socio-cultural diversity ingrained in our society, each frame displaying a different perspective. 

The reason for using an animated version was, according to Shahzain Munir, Executive Director, EBM, “the average consumer is bombarded with hundreds of advertising messages every day. With this creative execution, Sooper’s approach allows the brand to tell a cohesive story that breaks the clutter and connects with consumers and generates more love for the brand.”

Elaborating on the big idea for the campaign, Muhammad Asad Saeed, Head of Marketing – Biscuits, EBM, says that “it draws inspiration from the dual blend of flavours. Just as the cake combines two distinct flavours to create something extraordinary, our lives are also enriched by the diverse experiences, perspectives, and people we encounter.”

The campaign had two main objectives. To increase the recall of Sooper Classic Chocolate by highlighting its distinctive flavour combination and strengthen the brand’s positioning of Seedhi Saadhi Khushi by focusing on the joys that exist in our tastes, perspectives and choices.  

The creative concept for Sooper Classic Chocolate Soft Bakes was brought to life through a collaboration between Adcom and We Are Transmedia (WRT). The brief emphasised the importance of creativity and emotional appeal, calling for an innovative approach that would integrate Sooper’s brand ethos into the campaign narrative. Thus, Adcom and WRT developed the campaign to highlight the joy and warmth associated with Sooper Soft Bakes.

For EBM, it was important to take their core brand strategy, Seedhi Saadhi Khushi Hai Sooper, into account given its popularity with consumers. Taking this sentiment further, the lyrics; ‘Tum aur mein alag alag sanchon mein bane’ (you and I are moulded differently), ‘Mil jaien tou mazae ki nayi meethas chackte hain’ (when we come together, we taste a new sweetness), and ‘Tere mere saath se nahi kuch bhi upar’ (nothing is better than our togetherness) portrays unity amidst the differences in our society. 

Aaminah Saeed, GM Marketing, EBM, notes that “the campaign resonates deeply with our brand’s ethos of embracing joy and cultural richness even in the simplest of things.”

The campaign was launched exclusively on digital platforms, with a primary focus on YouTube to reach a broad audience, especially the target demographic of digital-savvy consumers who engage with long-form content online. 

As for the campaign’s success metrics, the brand team confirms over 23+ million views and over 70+ million impressions on YouTube alone and a View-Through-Rate of 33% – enough to make the brand team happy.  Sooper Soft Bakes is currently available in single-serve packs, priced at Rs 35 for Classic and Rs 40 for Classic Chocolate. 

Looking at the progress of Sooper Soft Bakes since its launch, the brand team confirms that growth has been rapid and enjoys a strong presence in urban markets today. As for rural areas, Sooper Soft Bakes aims to expand its consumer base, aiming to further strengthen its position as Pakistan’s favourite across all regions.