Geláre was a well-loved brand with almost no relationship to its customers outside the moment they were standing at the counter. Dessert is an impulse category with a genuine obstacle in front of it: the customer has to give themselves permission. Social presence was inconsistent across franchise locations, each running their own content at their own standard, so the brand looked different depending on which store a customer happened to follow. Seasonal campaigns were rebuilt from scratch every time, which is expensive and produces a brand that never accumulates recognition. And there was no mechanism at all to bring an occasional visitor back — every visit started from zero.
We built “Treat Yourself” as a behavioural framework rather than a tagline. It works because it addresses the actual barrier: it grants permission for a small indulgence, which is precisely the internal negotiation the customer is having. Around it we built brand guidelines that hold up when the people executing them are franchisees rather than a central marketing team — clear enough to follow, flexible enough to be used. Seasonal campaigns became a reusable system rather than an annual rebuild, so each season compounds recognition instead of resetting it. Always-on social was designed for the platforms the audience genuinely uses and for how dessert actually performs there, and loyalty mechanics were added to convert a one-off visit into a habit, which is the only durable growth in an impulse category.
Brand platform and franchise-safe guidelines · reusable seasonal campaign system · always-on social content across Instagram and TikTok · loyalty engagement and sign-up journeys · creative variant testing by format and placement · frequency and recency segmentation.
Creative variants are tested at pace across social to find what earns attention in a visually saturated feed, with performance read by format and placement rather than as a single blended number. Loyalty data segments customers by frequency and recency so communications reach lapsed visitors differently from regulars. Any AI-assisted asset production for seasonal drops passes human review before publishing — across franchisee-run channels, an off-tone post travels faster than a correction.
Creative variant testing at greater scale and AI-assisted asset production for seasonal drops, with a human approving every piece so the brand voice does not drift across franchise channels.