Nature Cakes is a UMKM engaged in the business of Food, especially Cakes.
Nature Cakes innovates by
developing new cakes, so that new cakes are created besides delicious, also healthy for the body, the topping ingredients used come from native fruits produced in Bali, making Nature Cakes products have their own characteristics compared to cake products others. So Nature Cakes carries the jargon of the real healty cakes. The purpose of the research is to find out the integrated marketing communication strategy carried out by Nature Cakes in building a brand awareness of healthy cakes. The approach used in the study is a descriptive qualitative approach with the post-positivism paradigm. The researcher determined the informant by using purposive sampling. Data obtained through direct observation interviews and documentation studies. analytical techniques used in research through several stages, namely data reduction, data presentation, and conclusion. The results of the study show that Nature Cakes uses the Integrated Importance Communication Strategy in building Awarenes healthy cakes brand.