Idea Bakery

A Rich Strategic Recipe for a Rich Cultural Icon 💙

We proudly partnered with , leading beverage company and partner of AB InBev in Turkey, on their beer portfolio strategy and the revitalization of flagship brand Efes — Turkey’s iconic beer and a cultural symbol for over half a century. It’s been a deep “blue” voyage of baking ideas since 2024.

From stakeholder, consumer, trade and customer research to portfolio strategy, brand positioning and platform development, we helped create the strategic foundation for Efes to evolve into a stronger master brand — strengthening its iconic blue world, cultural heritage and full variant family.

Now fresh out of the oven, we’re proud to see the work reflective of the brand spirit starting to roll out, with the (“Plus One”) platform come to life through by .istanbul — turning a product truth into a cultural pledge to take beer, innovation and culture one step forward, always +1. 🧑‍🍳💙 Swipe through into the blue 💙

Mobility platform brand TikTak has travelled so far since we refreshed their brand roadmap together 5 years ago, and now it’s time to shift gears! It was a delight to bake strategies towards a new vision with their Founder &CEO Ersan Öztürk and a team full of entrepreneurial leadership spirit.

We proudly attended , the world’s premier platform shaping a new horizon for global tourism, powered by the Ministry of Tourism of Saudi Arabia, in Riyadh.

As H.E. Adel Al-Jubeir, Minister of State for Foreign Affairs of Saudi Arabia, said on the stage, Saudi Arabia “is a country that likes to act more than it likes to talk.”

In line with our belief at Idea Bakery that “the proof is in the pudding,” we love baking brands that impact the tourism landscape in Saudi Arabia from Saudi Tourism Authority | الهيئة السعودية للسياحة, , , , and !

In early October our U.S. and Global Master Chefs Serfi Altun, Sinan Altun, Alara Orhon, Patricia DiMichele, Shari Neumann, Francesco Leone, Alara Altun and Omur Kula gathered in Atlanta for a 3 day immersion to bake ideas for the coming year and beyond. We explored hot topics such as the evolution of the creative industry and AI, future of the CMO, the state of strategy, agentic services and much more. was our spirit guide throughout discussions and fed our soul with seasonal dishes created by Chef Baba.

We also hosted special brand and marketing leader guests, giving us insight on managing complexity and orchestrating in an ever-changing landscape. 💙💜🧁

We are proud to be part of the global strategic planning journey for , which has stretched from Watsonville, CA, to Asia and NYC. From workshop rooms to the berry patch and beyond, we glimpsed the current state and future of farming and that of the consumer with help from our network partner, digital prophet, .

Our minds and hearts are “berry” full of love for this purposeful brand 🫐 🍓 💜 Images:
1. With Miles Reiter, Co-Founder and Chairman of the Board, Driscoll’s
2. With Soren Bjorn, CEO of Driscoll’s and team at the berry farm near Watsonville, CA
3 - 5. With our dear digital prophet Shingy
6. Closing our workshop in Aptos, CA
7. Raspberry picking at the Driscoll’s farm
8. With CEO Soren Bjorn, CEO, Daniel Mathieson, President of the Americas, Driscoll’s, and team
9. Market check in NY
10. Visit to Katzman and the gigantic Hunts Point Produce Market in NY
11. Exploring legendary retailer Stew Leonard’s in NY with the global team
12 - 14. Market visit in Jeddah, KSA
15. Yum!

We’ve been baking ideas and Living Más with Taco Bell North America! 🌮🧑‍🍳 ‘What does it take to get to effective and creative work? What kind of brief do you need? What makes a great Super Bowl ad? How do you evaluate the creative idea?How do you build out a brand’s idea architecture? What is the role of insight and why is it important?’

These were just some of the questions we have been addressing with Taco Bell over the past few months, which culminated in several workshops with their amazing team and creative partners from Deutsch LA, Biite, Laundry Service, Spark Foundry, Edelman, and Quality Meats Creative. The proof is in the pudding (or 🌮 filling 😅)! Thanks to our dear collaborator/client Ashley Prollamante and all 💜

We’ve been baking the Baytoti Brand House with a team whose spirit is as rich and generous as the flavors they’ve shared with Saudi families for decades.
Together we stirred ideas, simmered insights, and crafted a recipe for Baytoti’s next chapter.
We are thrilled to be in the kitchen with 🥢🔥✨

Our Founder & Executive Chef mentored and learned from amazing women entrepreneurs in marketing communications through the Maheerah Program at the .sa Festival of Creativity this week. Thank you to all who attended!

Images: With Sara Al Harbi, Co-founder & Managing Partner of Treehaus Design Studio, Founder of BLOMI Rafah Alzowa, and Laila Essa, Founder & Chief Copywriter at Taglime.

Serfi is speaking at .sa Festival of Creativity at the Young Talent Academy, as well as on the main Strategic Stage in the Nation Branding panel and will also be mentoring women executives in the Maheerah program. Come find us if you’re in Riyadh!

May the most effectively baked idea win! We are proud of our Master Chef Orjwan as she is judging contestants’ cases at the MENA Effies this week.