Cedele

Challenge

Cedele is one of Singapore's best-loved homegrown bakery and café brands, built on wholesome, made-from-scratch food. The challenge was to keep that craft story feeling fresh on social, where short-form video sets the pace and dessert content is fiercely competitive — while still driving footfall to outlets and orders for cakes and seasonal ranges.

Approach

We built an always-on social programme around Cedele's product craft: hero cake and bake moments, behind-the-counter texture shots, and reel-first storytelling designed for reach. Content pillars balanced appetite appeal with the brand's wellness-led point of view, and each drop was planned against real retail moments — new launches, festive ranges and everyday café occasions.

Execution

• 01Reel-first content calendar built for reach and saves
• 02Product-led photography and short-form video production
• 03Seasonal and festive campaign pushes tied to retail moments
• 04Community management and comment-to-conversion prompts
• 05Monthly performance reporting on reach, engagement and link clicks

Outcome

A consistently strong social feed where the baking does the selling — higher video reach and engagement on launch content, and a clearer path from social discovery to store and cake orders.