When you've got market share in a category, we all know you need to be spending your money on awareness of your category rather than awareness of your brand.
Take this print campaign from Mr Kipling that uses a simple, quirky way to get you to eat cake. They understand that if more cake (in general) is sold in the UK, as market leader Mr Kipling will benefit more than other brand.
Quite simple but very effective. They happy to let you have your cake and eat it.