Why Peek Freans #RealRishtey campaign is melting hearts

Check out why this TVC struck a chord with 20 million viewers.

The moment Cake Up TVC was released, it created a buzz on social media and television. Kids and adults both can not resist a good dessert for sweet tooth knows no age. Cake up with its four flavours (strawberry, caramel, milky chocolate and double chocolate) and centre filled ecstasy is proving to be addictive.

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Peek Freans'  TVC for this tempting cake went viral instantly and garnered immense recognition for the brand. The background music of the advertisement is still playing in our minds. The campaign officially kicked off with a #Cakeupchallenge that took the internet by storm. Many of our favourite celebrities challenged one another to try these Cake Ups. This urged us to try these heavenly Cake Ups. Honestly, we are not all disappointed!



The league of sweetness then continued with the thematic TVC  which portrayed a mother’s love for her child. With every flavour, Cake Up taught us a lesson that we will remember for a lifetime. Every mother out there who wants to take care of her child despite her busy schedule can relate to it.  The advertisement beautifully encapsulated the poignant truth that a mother can never ignore her child. It showed  how a mother taught her son important life lessons and coping mechanisms  even when she was not around him.



This one-of-a-kind TVC reached 20+million views on digital platforms within just 20 days of release. Remarkably, it proved to be a campaign of international standard. When it comes to category launches by FMCG, the TVC was infused with the right ingredients, making it the campaign of the year.



We loved Cake Up even more when we witnessed how the brand upped its game and came up with the most innovative activation in Dolmen Mall Clifton, Karachi. It installed goodness tunnels with screens around the escalators so that people stepping on the escalator could watch the commercial and experience the aroma of the four  flavours.  Additionally, after people got off the escalator, they were were treated with the assorted Cake Ups to taste and indulge in the real goodness.

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We could not resist devouring the cakes because the whole set-up reminded us of a thematic park or a 3D ride. Furthermore, there was a Cake Up factory in the mall, which enabled children to create their own customized cupcakes and be part of a cake-up baking process.