EXPERTISE
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INTRO
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The Andante sponge cake campaign began with a product category that can seem like an unexciting communication challenge. In many people’s minds, sponge cake is not a branded product but a practical kitchen staple—something bought out of habit and kept at home. The category is highly generic, purchasing decisions are quick, and differences between products are not always obvious at first glance.
The task was to build a campaign around this simple, everyday product without imposing an artificial story, while highlighting Andante sponge cake’s genuine advantage: it is made from a few familiar ingredients and can serve as the base for many quick desserts.
The Hering’s role went beyond visual design. From the concept and recipe ideas to studio photography, we created a system in which the product appears in use, through specific dessert scenarios.
CHALLENGE
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The challenge was to present sponge cake not as dry product information but through a familiar consumer situation: when you quickly need something sweet, have only a few ingredients at home, and still want to make something spectacular and delicious.
This became the campaign’s central idea: Speedy Recipes with a Few Ingredients. Sponge cake is the base; the rest is a matter of imagination.
The Hering developed original recipe ideas for quick desserts using only a few ingredients, with Andante sponge cake acting as a genuine foundation rather than merely a prop.
The creative concept echoed the logic of a classic slot machine. Ingredients spin, swap, and stop on a few simple components that form the final dessert. Across static surfaces, this became an immediately readable formula: sponge cake + a few ingredients = dessert.
A green “Andante Sponge Cake Dessert Collection” stamp connected the product, recipes, and campaign world. Original studio photography showed products, ingredients, and finished desserts in a way that was appetizing, easy to understand, and adaptable to banners, social posts, recipe content, and motion.
The campaign’s central platform was a media collaboration with Mindmegette, including a dedicated menu item, dessert subpage skin, banner ads, Facebook posts, stop-motion videos embedded in articles, and animated campaign elements.
RESULT
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The campaign transformed an everyday product benefit into a recognizable creative system that worked across multiple platforms.
The Hering carried the system from strategic idea and recipe development through studio photography and final campaign materials. Rather than producing disconnected ads, we built a world in which the message, recipes, imagery, animation, and media platform all supported the same idea.
The communication stayed focused on what the product is genuinely good at: simple ingredients, versatile use, and a quick route to a satisfying dessert.
Original photography and proprietary recipe ideas made the campaign feel specifically tailored to Andante. The result did not invent a new role for sponge cake; it made the role it already plays in many households visible, useful, and memorable.
Andante Sponge Cake Campaign
A recipe-led campaign that turned everyday sponge cake into a playful, versatile dessert platform.