• Transform magazine
  • June 05, 2020


Pastry company bakes brand awareness into fresh campaign


Not that anyone needs more encouragement to like pastry, but creative agency Space has produced a campaign for manufacturer of frozen pastry, Jus-Rol, to rekindle people’s love for the brand. The campaign follows Jus-Rol’s new brand renovation by American multinational manufacturer, General Mills.

David Atkinson, managing partner at Space, says, “Following the brand refresh we knew we had to do something new and exciting in the category to gain real stand-out and traction. ‘Jus-Add-Love’ is all about the feeling you get when you turn an everyday moment into something special - which is all part of the magic of baking.”

Aiming to becoming a leader in the pastry industry, both the new brand identity that consists of an updated logo and packaging, and the campaign, are designed to increase brand loyalty, awareness and boost sales.

Every key visual in the campaign demonstrates memorable moments in people’s lives. ‘The Weeknight Wonder’ shows a mother and son baking together after school, ‘The Mistletoe Magnet’ shows a couple sharing a kiss under the mistletoe and the ‘The pie shared by 12,563 people’ shows two influencers taking photographs of the pastry they have baked for British Pie Week.

Space has used bold typography and animated imagery to match the bold new brand identity. The photography focuses on the imperfectly perfect creations of amateur home bakers, revealing the beauty behind everyday baking.

Graham White, marketing at Jus-Rol, says, “Baking with Jus-Rol helps turn everyday dishes into something special that shows the people you love just how much you care for them. This campaign brings all of that to life through sumptuous artwork and photography and clever targeting.”

The campaign, titled ‘Jus-Add-Love,’ explores the versatility of pastry, showing the different ways it can be utilised in the kitchen. For the campaign, Jus-Rol partnered with some of the most popular magazines in the UK, such as BBC Good Food, Delicious and Radio Times. The media partnerships, powered by Mindshare, will be promoted across all Jus-Rol’s digital platforms, including Billboard, DMPU and Mobile digital banners. Across all touchpoints there will be links to Ju-Rol’s website, where people will be able to find new pastry recipes that will be updated monthly, following a specific theme.

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