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
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
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.