There is nothing like recapturing childhood memories and embracing the energy and spirit of youth to create special promotions that are designed to increase bakery repeat sales and enhance brand recognition.

As a prime example, Klondike is celebrating its 100th birthday this year, and the ice cream brand has teamed up with “Cake Boss” Buddy Valastro to celebrate the milestone in a big way. Valastro has created a once-in-a-lifetime, 10-tier birthday cake inspired by the diverse Klondike frozen treat portfolio, which includes representations of its classic bars, sandwiches, shakes and cones.

“Cakes are such a special and meaningful way to create memories and celebrate every birthday. I’ve been eating Klondike Bars since I was a kid, so I was so excited to help the brand celebrate its 100th birthday,” says Valastro. “This is, without a doubt, the ultimate birthday cake – I was inspired to capture the brand’s fun and witty spirit.”

On National Ice Cream Day on July 17, Klondike popped up in New York, Los Angeles, and Chicago to give away free frozen treats to fans. Those who completed a “What Would You Do for a Klondike?” challenge at a pop-up location gained the chance to claim a Klondike 100th birthday cake of their own.

“Klondike has been recognized as the original challenger brand and champion of spontaneous fun, most notable from our timeless jingle and What Would You Do challenges. What better way to celebrate this status and incredible birthday milestone than with the ultimate challenge and reward of being part of our once-in-a-lifetime birthday celebration,” says Russel Lilly, general manager of Unilever Ice Cream for total North America. “We look forward to continuing to spark moments of fun and bringing joy to fans across the nation with Klondike for another 100 years.”

LTOs

Limited-time offers are an exceptional tool to lift sales and boost your brand’s image. Another great example involves Netflix’s hit series, Stranger Things. Iconic brand Sprinkles has teamed up with the show’s leading star Noah Schnapp to release an exclusive, limited-time cupcake flavor in partnership with his own “better for you” vegan hazelnut spread, tbh.

The vegan tbh Chocolate Hazelnut Cupcake ($6) was available in all Sprinkles bakeries nationwide for two days only on July 1-2. The flash flavor tbh Chocolate Hazelnut Cupcake features decadent dark Belgian chocolate cake, filled with tbh’s rich Hazelnut Cocoa spread, topped with vegan cream cheese frosting and a sprinkling of cocoa powder.

Schnapp’s Nutella-alternative is both better-for-you and eco-conscious, with 50 percent less sugar than other cacao spreads and is made without palm oil, a leading cause of deforestation and natural habitat destruction.

Tapping into nostalgia

Nostalgic flavors are another effective marketing tool for bakeries looking to impress customers and generate repeat sales. Nothing Bundt Cakes recently announced that it has brought some of its most popular limited-time cake flavors to the year-round menu this year.

Strawberries & Cream, introduced as a Featured Flavor in 2014, is made with strawberry fruit filling and creamy white chocolate. Snickerdoodle, first offered in 2019, is a moist cinnamon sugar cake, based on the classic Snickerdoodle cookie.

These popular flavors join Red Velvet, Chocolate Chocolate Chip, White Chocolate Raspberry, Lemon, Confetti, Carrot and Classic Vanilla on the menu, with Marble and Pecan Praline going into the brand’s flavor “vault” for possible reappearances in the future.   

“At Nothing Bundt Cakes, we are all about bringing joy to our guests by celebrating everyday moments and special occasions,” says Nothing Bundt Cakes chief marketing officer Angie Eckelkamp. “We decided to make the first change to our menu since 2018 to make life a little sweeter for our fans who have told us they want to enjoy these two flavors throughout the year.”  

In more promotions, Nothing Bundt Cakes has introduced an all-new flavor to its menu for the summer – key lime. A twist on the perfect sweet-and-tart summer classic, guests can purchase this refreshing treat at all participating Nothing Bundt Cakes locations.

Last month, the bakery chain added two popular flavors to its permanent menu. Strawberries & Cream, introduced as a Featured Flavor in 2014, is made with strawberry fruit filling and creamy white chocolate. Snickerdoodle, first offered in 2019, is a moist cinnamon sugar cake, based on the classic Snickerdoodle cookie.  

These popular flavors join Red Velvet, Chocolate Chocolate Chip, White Chocolate Raspberry, Lemon, Confetti, Carrot and Classic Vanilla on the menu, with Marble and Pecan Praline going into the brand’s flavor “vault” for possible reappearances in the future.

Dallas-based Nothing Bundt Cakes was founded in Las Vegas in 1997 by Dena Tripp and Debbie Shwetz. It has grown to more than 430 franchised and corporate bakeries in 40+ states and Canada. 

Majestic promotion

Luxury confections brand Lady M has announced it is partnering with Macbeth on Broadway to create a majestic cake: Strawberry Swirl Mille Crêpes ($98).

As the first shippable strawberry-flavored confection from the brand, the Strawberry Swirl Mille Crêpes brings together decadent strawberry-infused sponge cake, paper-thin crepes, and strawberry pieces with tart, creamy and sweet flavors. The cake is finished with a swirl of strawberry pastry cream and strawberry powder.

This spring, actor Daniel Craig made his much-anticipated return to Broadway alongside Ruth Negga, making her Broadway debut, in the production of Shakespeare’s heart-racing drama Macbeth, directed by Tony Award winner Sam Gold.

Lady M is a New York City luxury confections brand with more than 50 boutiques worldwide.