• by Fern Siegel , April 20, 2023

Nothing Bundt Cakes has a new digital campaign and a persuasive argument: “You know you wandt it.”

The first work by PMG, its AOR, doubles down on digital, including TikTok, to drive awareness and brand growth.

“We wanted this campaign to go all in on bundt cakes, and nothing but, challenging the category and staking its place in popular culture,” said Kyle Kelley, executive creative director, PMG, told Agency Daily.

“Nothing Bundt Cakes is in a period of disruptive growth, and by taking a truly integrated approach to strategy, creative and media, we’re making it a brand for every occasion,” Kelley added.

The new campaign highlights the beauty of the bundt and the product’s frosting, which is so distinct, it’s trademarked.

The full-funnel integrated media buy and influencer marketing featuring more than 12 diverse creators, with a combined reach of over 16 million, showing viewers how to #BundtUp on TikTok. They include: @cost_n_mayor, @overthemoonfaraway, @csapunch, @Rod , @snackqween, among others.

The new work showcases how bundts will be key in celebrating special and everyday occasions, including: Because you know you ‘wandt’ it and  For perfection by the slice.

Nothing Bundt Cakes has nearly 500 franchised and corporate bakeries in 40-plus states and Canada.

PMG clients include Nike, Kohler, Container Store, Woolmark and Athleta.