Tate's Bake Shop

Agency: Mondelēz International
Client: Tate's Bake Shop
Role: Art Director

Challenge
Tate's needed a campaign platform that could stand apart in a snack aisle full of soft compromises and "guilt-free" claims. The brief called for one brand idea with a :30 hero film, stills and motion for social, built to springboard into 360 integrated work.

Solution
We built the platform on a single truth: Tate's isn't baked differently, it's Baked Better. Every piece of creative sells the senses (the buttery aroma, the golden ripple, the signature thin and crispy snap) and treats the Southampton bake shop as a credential rather than a history lesson. I art directed "The Crunch," an ASMR-led :30 hero film built around the ritual of opening the bag, then carried the system through cutdowns, social statics and carousels, creator content, ecommerce assets and a Hampton Jitney bus wrap.

Impact
"The Crunch" earned Voltage Breakthrough status in Kantar testing and ranked #2 of all US Mondelēz campaigns tested in 2026. 82% of viewers rated it top-two-box for enjoyment, and 68% said they would buy Tate's even if it cost more than other brands.