Seriously tasty branding

Making baking easy and accessible for everyone

  • Digital campaigns
  • Naming
  • Visual identity
The Ta-Da! logo as cake, covered in chocolate and sprinkles

Rise and shine

The client: British Bakels

The UK’s biggest supplier of baking ingredients to the trade is based on a sleepy industrial estate just outside of Bicester. If you’ve had a cake from any coffee chain on the high street, chances are it was made with ingredients from Bakels.
 
So, with all this good stuff sitting under one roof, it just made sense to put it out there for the home market. But, when absolutely nobody’s heard of your brand, how’d you pull it off? 

A young family baking with the tagline "The joy of baking" - campaign developed by Mighty, brand agency
A collage of Ta-Da! products
Ta-Da! advert designed by Mighty, brand agency A Facebook advert for Ta-Da! by Mighty, digital marketing agency

The Moment of Change: Changing the game

Bakels’ ingredients are seriously high quality. It’s not cheap and cheerful Dennis the Menace cake mixes they wanted to put out but, instead, versatile mixes for breads, cakes and brownies that even the most novice baker could turn into something delicious.
 
At first, that meant looking at an online-only approach, with a plan to expand into supermarkets across the land once they knew the demand was there. Bakels also planned on putting the mixes out in multiple countries. So we had to come up with a name and a brand that would stand out everywhere.

A billboard advert for Ta-Da! by Mighty, brand agency
Instagram adverts for Ta-Da! designed by Mighty, digital marketing agency

The plan we made

Typically, what do you feel when you take out a fresh bake from the oven? If you’ve got it right, it’s normally pride, anticipation and, crucially, joy. And when you’ve made something really good, and you’re showing it off, what do you say?
 
In numerous languages around the world, the answer is ‘Ta-da!’. The perfect name for a brand dedicated to spreading ‘the joy of baking’ – which wasn’t a bad strapline, either.  

The Ta-Da home baking e-commerce website
An Instagram advert for Ta-Da! featuring several cake and bread mixes. Designed by Mighty, digital advertising agency Brand poster for Ta-Da! by Mighty, brand agency

As a new brand in the market, Mighty enabled us to target our desired audience(s) and drive traffic to our e-commerce website. They are experts and really helped us optimise our ad budget.

A bus stop advert with Ta-Da!'s chocolate cake mix and the headline "Baking the world a better place". Designed by Mighty, advertising agency
A poster for Ta-Da! baking brand with the tagline 'Rise and shine' - designed by Mighty, brand agency A bus stop advert for Ta-Da! by Mighty, brand agency

The story we told

When you say ‘Ta-Da!’, it’s got a certain musical quality to it. So we used the notes that make up the word when you sing it – go on, give it a try – to form the basis of our logo, with a friendly, decorative font. Pair that with colourful packaging that would leap off the shelves and you’ve got a winning combination.
 
The Ta-Da! website needed to be a joy to use as well, so we thought about what beginner bakers might want to see, adding functional sections like recipes and FAQs.
 
Now, Ta-Da! was ready to meet the public. Or, more specifically, the over-50s on Facebook. Through meticulous A/B testing, we learned that the typical audience for Ta-Da!’s clever mixes were retirees and grandparents looking for a quick baking alternative. And no matter how much you love your gran’s chocolate cake, the Bakels mixes stand up to the test – we know, we’ve tried them. So we created graphics with broad appeal, but made sure they were family-friendly enough to attract those key purchases and subscriptions.  

A train poster for Ta-Da that includes a young boy mixing cake and the headline "Mix it up", designed as part of a brand campaign by Mighty, brand agency
A photo of the Ta-Da! products on Tesco shelves
A woman baking surrounded by the musical notes that inspired the Ta-Da logo. Designed by Mighty, brand agency A graphic for Ta-Da! with a chocolate cupcake and the words "Less mess, no stress, more cake" designed as part of an advertising campaign by Mighty, digital agency

The Mighty change

After a year of online sales, the Ta-Da! brand picked up enough momentum to be found in a Tesco Extra near you, giving Bakels a way into the retail market. It continues to go from strength to strength, with loads of new products being added to the range.

A woman baking with her daughter with the headline "Share a Ta-Da! moment". Designed by Mighty, brand agency
A Facebook advert for Ta-Da! as part of their e-commerce campaign. Designed by Mighty, digital marketing agency A mum and daughter put cakes in the oven for a Ta-Da! advert designed by Mighty, brand agency