Golden Bake
The mission
Golden Bake is the name behind some of Ireland’s best-loved snacks, from delicious sausage rolls to indulgent chocolate chip cookies. At the heart of its portfolio is the iconic Jambon, a mainstay in delicounters across the country. But the brand itself had relatively low recognition. With an exciting NPD pipeline and big plans for the future, Golden Bake was ready to be known for more.
There was a significant opportunity to capitalise on shifting consumer perceptions toward frozen foods which were being recognised for their quality, convenience and sustainability. However, the frozen aisle posed unique challenges: limited browsing time, harsh lighting and the tendency to disperse products across the aisle made it difficult to create impactful brand presence. Our goal was to ensure Golden Bake stood out, uniting the range with a cohesive identity and positioning it as the go-to choice for premium, convenient snacking.
The question
How does Golden Bake become the hero of the frozen aisle?
While Jambons® had earned Golden Bake a loyal fan base, the brand itself needed to step into the spotlight to truly own the frozen snacking space. This meant elevating its bakery credentials, celebrating its use of premium ingredients and positioning Golden Bake as a trusted Irish brand.
The key to achieving this was capturing Golden Bake’s onlyness. Its iconic status, playful personality with a genuine feel-good factor became the foundation of our messaging. The new positioning ‘Bring on the happy’ captured the brand’s unique role in brightening moments for consumers, whenever and wherever they needed it.
The transformation
Golden Bake’s rebrand was designed to redefine its identity and firmly establish its role as a leader in the snacking category. By tackling the challenges of the freezer aisle and embracing snacking as its core occasion, the transformation brought together bold design, impactful messaging and a strategic campaign to position Golden Bake as the ultimate choice for high-quality, delicious snacks.
A bold positioning
The tagline, ‘Bring on the happy’ became a vibrant declaration of Golden Bake’s role in making snacking moments joyful, whether for an after-school treat or an impromptu get-together.
Unmistakable visual identity
Selecting a bold yellow as its masterbrand colour ensured instant recognition in the crowded freezer aisle. This was complemented by a system of colour-coding to differentiate product lines, creating a balance between cohesion and variety across the range. A new suite of photography showcased the exceptional quality of Golden Bake’s ingredients and the dynamism of the snacking occasion.
An impactful campaign
The transformation extended beyond packaging to a dynamic out-of-home campaign that reinforced the brand’s snacking focus. Built around the tagline ‘It’s snack-o-clock,’ the campaign positioned Golden Bake as the go-to choice for any snacking occasion.
Together, these elements redefined the frozen aisle as a destination for high-quality, delicious snacks while cementing Golden Bake’s role as a category leader.
The result
The rebrand has successfully elevated Golden Bake to the forefront of the frozen bakery category. By building a bold, cohesive identity and crafting messaging that resonated with a wider audience, Golden Bake has achieved the recognition it deserves – not just as the name behind Jambons®, but as a brand synonymous with snacking happiness.
