The challenge was to create something different, that could be distributed as a gift.

But they publish recipe notebooks since 1960 so this was not a new news to the consumers. Also, UNIÃO have a website that publishes new recipes every week (they have an experimental kitchen that tests recipes developed by them and sent by the consumers as well).

The challenge was to create something different, in a very practical and unusual format. The objective was to get even closer to the consumers, teaching and inspiring them to use UNIÃO to make cakes.

The big idea came to life through the expression “piece of cake”, a common language expression in English also known by Brazilians.

Piece of Cake allies form and function: a book easy to handle with a huge appetite appeal on the cover stuffed by cake recipes easy to prepare.

Piece of Cake recipe book was first distributed on the opening of the new address of “Casa União”, the experimental kitchen. It enchanted everybody that was there. The format, the content, the concept allied with the name, every single detail contributed to the success. After this, client decided to amplify the edition of the book and we are now preparing a larger print.