Brand Champion of the Day- Tastykake

 

Every time I am in Philadelphia I see a very mouth-watering billboard for Tastykake while in my cab from the airport to my hotel. On a recent visit I had the opportunity to meet public relations pro, Meg Kane. Ironically, Meg works on the Taskykake account at her agency, Vault Communications in Philadelphia.The good people at Tastykake and Meg wanted to share with us the Tastykake story and what it means to be a brand champion for their brand.

Brand Champion: Tastykake

Location: Philadelphia, PA

For 95 years, Tastykake has been an iconic brand in Philadelphia and along the East Coast.  In a city where cheesesteaks and soft pretzels are beloved, Tastykake is the only legendary food in the City of Brotherly Love that is known exclusively by its brand name.  Tastykake products represent the industry benchmark for consistent taste, quality, and freshness. The idea of small cakes, pre-wrapped fresh at the bakery and conveniently available at the local grocer was uniquely appealing in the early 20^th century.  And today, even in 2009, it still is.   

In 1914, a Pittsburgh baker, Philip J. Bauer and a Boston egg salesman, Herbert T. Morris went into business in Philadelphia to produce baked goods using only the finest ingredients delivered fresh daily to the bakery. They insisted on farm fresh eggs, Grade A creamery butter, real milk, cocoa, spices, and natural flavorings from the far ends of the earth.  The products were so good that Morris' wife, after trying some of the samples, said they were "tasty,"eventually leading to its company name: Tasty Baking Company and ultimately the brand, Tastykake.

 Yet, why is Tastykake a brand champion?  Simply because our fans aren’t loyal – they are zealous.  Every fan has a personal story.  Grandparents remember paying just a nickel for a Tastykake Lemon Pie in the early 1930s at the height of The Great Depression.  Parents remember Tastykake Chocolate Cupcakes as being the most special treat in their brown-bagged lunches.  Children remember their first taste of a Tastykake Butterscotch Krimpet or Peanut Butter Kandy Kake.  Many can (and will) even sing our jingle on cue….”Nobody Bakes a Cake as Tasty as a Tastykake.”   Family legacy and childhood memories are interwoven with the brand, which makes our fans our most vocal and passionate brand ambassadors.

As Tastykake prepares to move to a new bakery in 2010, the passion for the brand grows ever stronger.  Not only is this expansion an extraordinary business story that reflects both perseverance and vision, it serves to encourage the next generation of Tastykake fans to engage the brand like never before.  A factory tour will be part of our new bakery and will allow our lifelong fans to view how their favorite products are made for the very first time. 

More, Tastykake is engaging social media in an effort to meet our younger fans where they are – on the Internet.  Tastykake operates a successful web site that allows product to be shipped across the country via Tastykake.com and our mascot, Kirbee Krimpet, has also joined Facebook.  Kirbee has been commenting on everything – from our limited edition products to the news of the day – because as we all recognize, it’s important for the brand to be as engaged in the lives of our fans as they are in Tastykake.  Of course, our near century-long tradition in Philadelphia would not be possible without our 900 employees, many of whom have spent a lifetime in the bakery helping to create these memorable and special treats.  While rooted in a strong history, we continue to evolve and grow.  And as we look toward our 100^thanniversary in 2014, we also look forward to the generations yet to come who will grow-up learning, living and loving the Tastykake brand. 

Thanks to Tastykake for sharing your story. For your efforts you are the Brand Champions of the Day!

Comments

[Term Paper]

Very nice write up. Easy to understand and straight to the point.