CLOSE-UP: CLIENT OF THE WEEK - Cake work takes a fresh tack Entenmann’s products are well worth a look, Amanda Hawkins tells Jade Garrett.

Go forth and make the cakes famous again was the challenge facing Amanda Hawkins, the new marketing business manager for Entenmann’s.

Go forth and make the cakes famous again was the challenge facing

Amanda Hawkins, the new marketing business manager for Entenmann’s.



Her solution was to launch seven print executions promoting Entenmann’s

range which includes chocolate fudge cake and chocolate-covered

doughnuts (Campaign, last week). The ads are running as part of a larger

campaign incorporating TV, with through-the-line and sampling activity

to follow later this year.



Hawkins’ strategy is to let the cakes speak for themselves: ’TV was very

good at raising awareness but it wasn’t featuring the cakes,’ she

explains.



The print ads, through J. Walter Thompson, consist of glossy colour

shots of the cakes juxtaposed with original Norman Rockwell

illustrations depicting America in the 30s and 40s. They aim to convey

the personality of the cakes. The connection is reinforced with the

line, ’a slice of America’, which runs through all the executions and

has been retained from the original ’Bonnie and Clyde’ TV work from JWT.

Copy has been kept to a minimum to allow the images to take

precedence.



Hawkins is specific about the American attributes with which she is

trying to link the cakes - ’warmth, generosity and the good-sized

portions that Entenmann’s cakes offer’.



Hawkins’ career started at Unilever in 1978 where she worked on Lipton’s

Tea as an assistant brand manager. She moved to Typhoo in 1983, followed

by spells as a group brand manager on Weetabix and Alpen. Hawkins joined

CPC, Entenmann’s parent company, in 1991 as a brand manager working on

products including Marmite and Bovril.



She was behind the ’honk if you like it’ and ’my mate Marmite’ campaigns

that have reinvigorated the brand.



It wasn’t until September of last year that she moved into the bakery

division but she already seems to be enjoying her working relationship

with JWT. ’They’re very easy to work with and not nearly as snooty as I

thought they’d be,’ she says.