Modular Kitchen & Railings Showroom
Goody’s + MicDrop! Advertising
A 27-Year
Home-Bakery Legacy Brought to Life Digitally
Project Overview
Goody’s has been a beloved home-bakery in Bhilai since 1997 - led by Mrs. Ritu Madan, a Europe-trained chef with 30+ years of expertise. Known for fresh ingredients, handcrafted flavours, and a warm, homely baking style, Goody’s had everything except an online presence.
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Their challenge was simple:
A strong offline reputation that the digital world had never seen.
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MicDrop stepped in to build Goody’s digital identity, launch them online, set up social platforms, create a content ecosystem, craft their brand voice, and plan their marketing engine from the ground up.
Campaign Duration
Jan 2025 – Present
CHALLENGES
1. Zero online visibility
Goody’s had no social pages or digital ecosystem, making it invisible to the audiences who discover bakeries mainly on Instagram.
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2. Crowded home-bakery market
Bhilai already had several well-established online bakers with strong social media presence.
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3. Fresh start = no media, no content, no recall
Starting social from scratch meant Goody’s needed high-quality visuals and consistent communication to stand out.
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4. No clear brand narrative
A 27-year legacy wasn’t being communicated - neither the story, nor Mrs. Madan’s expertise, nor the premium ingredient quality.
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5. No structured inquiry or lead system
Orders happened through personal contacts; there was no organised system for online orders or WhatsApp-based queries.
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6. Highly price-sensitive market
Goody’s needed to communicate its premium nature without alienating value-conscious buyers.
BRANDING
Even though MicDrop didn’t design the logo, we built the branding system by studying the logo’s form, colours and personality, then expanded it into a complete digital identity.
The Goody’s logo carries a warm, handcrafted charm with elegant curves and premium detailing - perfectly capturing the storytelling nature of the brand.
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From the logo, we extracted three core identity cues:
The Logo
The Goody’s word-mark uses soft, rounded serif forms with flowing curves, expressing warmth, craft and a home-baked feel.
The swirl on the ’y’ and the gentle curls add a celebratory, almost dessert-like personality.
This reflects Goody’s true essence:
Fresh, handcrafted, premium home-baked goodness made with care.
Benefit
Gives Goody’s a warm, premium, and experience-driven brand personality that is distinct from typical home bakers.
Brand Essence
The logo and backgrounds use a palette of caramel, cocoa brown, beige and cream, which create a rich, gourmet, bakery-inspired visual world.
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Palette interpretation:
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Cocoa Brown → premium, chocolate-like warmth
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Caramel Beige → homely, comforting, nostalgic -
Cream → softness and simplicity
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Benefit
A timeless, dessert-inspired palette that instantly signals premium bakery quality, heritage, and warmth.
Colours
The logo features a custom serif style with soft curves and artistic strokes - indicating creativity, celebration and handcrafted expertise.
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MicDrop extended this into a digital typography system using elegant serif accents for personality and clean sans-serif fonts for readability.
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Benefit
Creates a polished, elegant identity that feels premium but still approachable - matching Goody’s unique positioning.
Typography
Brand Behaviour
From the logo’s character, we shaped Goody’s digital tone to be:
Warm, artisanal, celebratory, feminine, and rooted in homemade authenticity.
Every post, caption, and story retains the same personality.
Brand Architecture & Communication
Goody’s needed clarity in how it communicated its offerings. MicDrop created a structured communication framework:
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Core promise: Home-baked. Heart-made. Always fresh.
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Reasons to Buy (from file): fresh ingredients, authentic flavours, European expertise, supporting a local home baker
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Segmentation by occasions: birthdays, gifting, festivals, corporate needs
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Clear messaging for teenagers, young adults, professionals, and families
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Creator + Caregiver archetype positioning
This helps every audience understand why Goody’s cakes feel different - fresh, thoughtful, and crafted with decades of expertise.
STRATEGY
A
Build the Brand Online (Organically)
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MicDrop launched Goody’s digitally from zero:
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Instagram + WhatsApp Business setup
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Content that highlights freshness, customisation, craftsmanship, and celebrations
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Occasion-driven content (birthdays, gifting, milestones)
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Storytelling around Mrs. Madan’s 30-year journey
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Menu introduction posts
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Trend-aligned reels and aesthetic product shots
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Benefit:
Creates visibility, builds trust, and makes Goody’s feel premium yet homely.
B
Build the Lead Engine
(Paid Ads)
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Based on the MRA document:
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Brand awareness campaigns
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Local targeting (Nehru Nagar, Smriti Nagar, Junwani, Durg, Bhilai)
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High-intent audiences: teenagers, gifting buyers, professionals, families
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Benefit:
Drives online queries and WhatsApp orders consistently.
C
Content Strategy
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We designed content buckets directly from the research personas given in the MRA file:
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Themed cakes for students (Spider-Man, birthdays)
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Romantic gifting cakes for young adults
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Elegant cakes for families
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Bulk dry cakes for professionals (Christmas, corporate gifting)
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Benefit:
Ensures each audience sees something made “just for them.”
Let Numbers
do the talking
(Meta Ads Performance)
Across all campaigns, Goody’s generated strong visibility and engagement within Bhilai and nearby hyperlocal clusters.
Total Reach
1,103,809
Total Impressions
1,599,536
Impressions
15,381.63
₹
total clicks / engagements
4,943
RESULTS
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Built large-scale visibility within premium residential pockets
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High engagement at extremely low cost
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Clear demand spikes during festive product pushes
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Strong ad-to-DM conversion behaviour (WhatsApp + Instagram)
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Established Goody’s as a recognisable brand within the local market