Puratos România is the premier B2B food technology partner driving innovation across the local bakery, patisserie, and chocolate sectors. Operating under the banner “Food Innovation for Good” the company delivers premium ingredients like natural sourdoughs and sustainable chocolate, paired with the friendly, hands-on guidance of its technical advisors. By blending market data with culinary craft, these expert advisors co-create signature, high-performance recipes alongside clients to turn modern food trends into profitable, scaleable showcase products.

THE CRAVING

In an inflationary Romanian market where consumers were actively pulling back from bakeries and pastry shops, Puratos Romania’s traditionally product-focused B2B communication wasn’t enough to move the needle at the consumer level.The solution was a contextual campaign leveraging the global momentum of the “Wednesday” series. By introducing a dual-themed recipe concept across social media, Puratos aimed to dominate digital feeds, inspire professional clients to update their product lines, and convert online engagement into physical store traffic.

THE RECIPE

The client came to us with a fully developed creative concept ready to be shaped into a contextual campaign: a dual-aesthetic recipe universe built around consumer trend insights confirming that today’s consumers crave stories, not just products, and that dark, fiction-inspired aesthetics drive real purchasing desire. Capitalizing on the cultural momentum of the Wednesday series return, the brand had already created a collection of limited-edition recipes split between two contrasting vibes: Gothic Dark Purple and Pinky Rainbow Glow. Our challenge was to bring this concept to life digitally, building and executing the entire digital communication plan across all channels. 

We took ownership of the full digital presence: social media management, paid media campaigns across Facebook and Instagram, landing page development, and email marketing, all brought together into one clear, phased strategy. The rollout unfolded in three calculated steps. 

The first, a Pre-Teaser phase, introduced a recurring Wednesday content series built around choice and engagement: each week, before the official teaser dropped, followers were invited to weigh in on a question or pick between distinct flavor options. 

In the Teaser phase, we launched a black-and-white grid content series on social media alongside a dedicated landing page to collect leads through newsletter subscriptions, building anticipation before the full reveal. 

The Reveal phase brought the dual-aesthetic concept to life in full color, continuing the grid and presenting the recipes, and officially launched the #SweetSideOfDark campaign.

Throughout all phases, paid media was continuously optimized, leveraging Video Views and Instagram Traffic objectives to maximize the reach of the visually striking recipes content.

THE PROOF

The build-up paid off and the results came in strong across channels. The campaign’s paid media efforts achieved click-through rates (CTRs) and average costs per click (CPC)  that significantly outperformed global industry benchmarks. We monitored a massive spike in social media reach, video plays, and profile visits, heavily driven by the targeted advertising of the limited-edition recipes. Furthermore, the dedicated teaser landing page and optimized search engine ads successfully directed highly engaged traffic to the Puratos website, resulting in an engagement rate and increased average session durations as users spent time exploring the campaign and downloading recipes.❤️

THE LESSON

The Sweet Side of Dark campaign demonstrated that a well-timed contextual campaign can take B2B marketing in the bakery industry far beyond traditional product promotion when it is grounded in genuine consumer insight and timed to a cultural moment. By translating a globally trending pop-culture phenomenon into a practical, inspiring tool for bakers and confectioners, Puratos Romania achieved substantial digital visibility, and proved that even in a highly functional industry, a contextual campaign rooted in real consumer culture can make people feel something, or in this case, crave something.

Digitalee Service(s): Strategy, Content Creation, Graphic Design, SEO, Project Management, Paid Media, Email Marketing
Creatives: Social Media Posts, Landing page, Newsletters
Client Name: Puratos Romania
Client Industry: Bakery, Patisserie, Chocolate