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Abra-ca-Debora pancake brand flips into life with Big Fish

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By The Drum Team, Editorial

September 19, 2012 | 1 min read

New Dutch pancake brand Abra-ca-Debora is set to launch tomorrow, with packaging and website by Big Fish.

The sweet and original pancakes will be available in Tesco and Sainsbury’s, and plans to feature a social marketing campaign to inform and entertain consumers.

Perry Haydn Taylor, Big Fish creative director, said: “We decided to target hectic household mums who we discovered are suffering from what we call ‘repetitive meal stress (RMS)’, which, put simply, is the stress caused by trying to decide what to give the family for supper night after night. We set out to rescue them from this all-too-common syndrome.

“Pancakes are the perfect remedy to RMS as they can be used to turn anything in the fridge into a delicious family meal. That’s how we came up with the name and character, Abra-ca-Debora, the supper conjure-upper, whose magical pancakes can turn the most mundane ingredients into a family favourite. She’s Dutch because the pancakes come from Holland, the home of the pancake, and she’s going to rapidly become every mum’s best friend and supper saviour.”

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