CHALLENGE
Kingsbake had built a strong contract manufacturing business and a well-distributed flapjack line under the Ma Baker name – Giant Bar being its most popular product. The business lacked the focus or brand power to fully take advantage of the fast-growing cereal and energy bar market. The portfolio was fragmented, the naming hierarchy was confusing and without a clear positioning the business risked being outpaced by newer, trendier rivals.
INSIGHT
Snacks are meant to satisfy hunger and provide a boost. Too often, they disappoint, promising satisfaction but delivering very little in return and leaving us feeling flat.
SOLUTION
We saw the opportunity to reframe Giant Bar as the unapologetic masters of flapjacks and big-eats. By playing up its generosity and bold flavours, we created the positioning ‘Full-on Flapjacks’ – a big, hunger-busting, fully satisfying alternative to chocolate countlines and trendy cereal bars. Dropping the Ma Baker name allowed the business to concentrate equity in Giant Bar, supported by a fun-filled, full-on brand identity.
IMPACT
Renewed pride, energy and belief in the brand.
Business growth – in 2025, the business sold more Giant Bars than in any other year of its 30 years of trading.
Export sales boosted, with Giant Bar listed in all three major retailers in Belgium, Tesco in Hungary and REWE in Germany.
