Frezza Choco Loco, 20th Anniversary Cake – Campaign recipe development and content creation

The brief

For Frezza’s 20th anniversary campaign, Paulig needed a cake recipe and imagery that would fit naturally within the brand’s campaign identity. Paulig provided the visual direction and brand-specific requirements, while I had creative freedom to interpret them through the recipe, styling and photography.

My role

Recipe adaptation · Recipe preparation · Food styling · Set & prop styling · Photography · Production

The approach

The direction was agreed through a short email exchange, without the need for a lengthy creative process. Using the original recipe and campaign references as a starting point, I developed a new cake concept tailored to the campaign. I combined Paulig’s light and fresh visual language with a more playful Frezza twist, using colour, shapes and celebratory details to connect the cake to the campaign world.

Usage

The recipe and images were created for campaign and designed for use across Paulig’s social and digital marketing channels.

Mother’s Day Cake Recipe Refresh- Content for digital channels

The brief

Paulig wanted to refresh the imagery for an existing Mother’s Day cake recipe that had been used across its channels for several years. The new images needed to work across multiple digital formats, from social media to the recipe page.

My role

Recipe preparation · Food styling · Set & prop styling · Photography · Production

The approach

I baked the cake from Paulig’s existing recipe, restyled it with edible decorations and created a fresh, light setting around it. A subtle Juhla Mokka twist was brought into the styling through details inspired by the brand’s visual world, while keeping the overall feel natural and approachable.

Usage

The images were created for Paulig’s digital channels, including social media and the recipe page.