Hungry for a story that’s small but powerful (and rather sweet)? Cyrus O’Leary’s Mini Cream Pies are decadent, single-serve treats – in a category that’s trending in the in-store bakery. We wanted to create branding to generate awareness of these irresistible little pies and increase their already growing popularity.

This task was not an uphill battle: Mini pies have the power to lure in the desirable younger demographic, which gravitates toward single servings and grab-and-go items. In addition, research showed that more than half of consumers prefer small or individually sized dessert items at the in-store bakery. (That’s a lot of people!)

With that in mind, we set out to create a memorable, whimsical campaign that showcased the fact that our pies are small enough for an individual treat – but the indulgence factor turns them into an outsized experience. This resulted in our working theme: A Whole Lotta Personality in a Little Package. We created a voice for each flavor, lending a playful charm to the campaign.

Our little pies – and their sassy speech bubbles – were featured against an appealing pastel background, creating eye-catching ads and collateral. All of which showcased the fact that the pies are as desirable to grocers as they are to shoppers. (And can let both live large!)

The result was a compelling campaign that helped propel these tasty treats to the forefront of in-store bakery sales – proving that Cyrus O’Leary’s Mini Cream Pies are (dare we say) the hottest thing in the cooler.