Uplifting The Digital Presence Of A Family-Run Patisserie

A Mother’s Touch
Based in Jeddah, Saudi Arabia, Sucre de Nada is a family-run patisserie whose concept was created by Nada, a mother and baker. Nada is known to be a pioneer in introducing classic desserts, so they approached Blue Hat to create a noteworthy social presence.

The brand’s ethos was a crucial part, because Blue Hat wanted to showcase the essence of freshly baked homemade desserts. Highlighting the natural ingredients with no preservatives, the classic dessert choices and the homey feel the deserts provide. Blue Hat’s team worked on a social media strategy to highlight the “feel good” and nostalgic vibes that remind you of home.

Saving Room For Dessert
Blue team’s focused on highlighting the caregiver personality through consistent themes and content. The themes vary from portraying the menu items, in the making shots and close ups shots to trigger the viewers appetite. The themes also include quotes and zeitgeist posts for cultural relevance. Since the brand values are rooted in elegance, the tone of voice is descriptive, friendly and inviting. The language adopted is bilingual with an Arabic Saudi dialect to further increase localization.

For engagement posts, playful quotes, polls, stories were designed. The creative direction plays on freshness, indulgence and the feeling of bringing families together over the love of dessert. The designed cakes gave a nod to special occasions, so it was intriguing to pair seasonality with the types of cakes and experiment with the making of the items.

All illustrations were hand drawn by Blue Hat’s designers to replicate the cakes present at the store. The illustrations connote a natural feel represented by the brand and are portrayed in the story highlights, stories and reels. The team also drove inspiration from the packaging (also designed by Blue Hat), to create graphical illustrations for the seasonal content.

After consistent and continuous improvement - and without any bumps in the ad budget - the metrics increased in 3 months from November 2022 till January 2023: +20.3% in story interactions,+10.8% in content interactions,+3.9% in reel interactions and a +2.4% in followers.