VICKY BAKERY x FLANIGAN'S

Two Cuban legacies.
One rum cake.

Client

Vicky Bakery x Havana Club

Scope

Hospitality

Vertical

Food & Beverage · QSR

Year

2020

01

The problem

Vicky Bakery needed a holiday activation that could cut through a saturated seasonal market, not with discounts or limited-time gimmicks, but with something culturally undeniable.

The challenge wasn’t just selling a cake. It was creating a moment that honored the brand’s Cuban heritage while reaching audiences beyond the existing base.

THE CAMPAIGN HAD TO —

01

Feel authentic to Vicky Bakery’s 50-year legacy, not like a corporate brand deal

02

Resonate emotionally with the Cuban-American community while appealing broadly

03

Generate earned media without relying on paid placement

02 · THE INSIGHT

The best brand collaborations don't need explaining. They need remembering

We saw the Havana Club connection not as a partnership, but as a reunion. Both brands were born from Cuban families who fled the island and rebuilt on this side of the water. The rum cake wasn’t invented, it was remembered.

BRAND PLATFORM

Two Cuban legacies. One rum cake.

03

The solution

We developed and executed a cultural collaboration campaign that positioned the Vicky Bakery × Havana Club Rum Cake as a holiday tradition rooted in shared heritage.

01

Campaign narrative anchored in real history — both families’ origins in pre-revolution Cuba

02

Storytelling strategy that led with culture and emotion, not product specs

03

PR and earned media engine designed to generate organic coverage across local and national outlets

04

Content ecosystem spanning digital, social, and in-store — consistent in tone, authentic in voice

05

Launch timing calibrated around Thanksgiving, Noche Buena, and the holiday season for maximum cultural relevance

04

Launch direction

One recipe. One season. One shot.

The campaign rolled out as a culturally timed activation, not a standard product launch. Every touchpoint was designed to land during the narrow holiday window when rum cake means something deeper than dessert.

01

PR-first rollout seeded to local and national food, culture, and lifestyle media ahead of public availability

02

Storytelling anchored in shared heritage. Both families’ Cuban origins became the narrative spine of every piece of content

03

In-store and social activations positioned the rum cake as a seasonal tradition, not a limited-time offer

05

The outcome

The collaboration generated widespread attention across local and national media — reinforcing the cultural relevance of the launch and extending its reach well beyond existing audiences.