ChallengeHow do you take a 200-year-old brand with a devoted following and generate awareness and grow share amongst newer, younger bakers? And how do you introduce and get them to adopt an entirely new product innovation?
SolutionWe created a platform called “Bakers Know Baker’s.” For those who know, there’s only one chocolate brand for baking: Baker’s. This platform united all their priorities under one narrative. By shining the spotlight on real bakers, we found a way to not only celebrate the brand loyalty of current Baker’s users, but use them to attract a new core of bakers who are looking to those with more experience for answers. These baker’s stories featured Baker’s products, naturally introducing and drawing attention to Baker’s products, new and old.
Why It's UsefulBakers purposefully expanded beyond recipes with tips and real stories, positioning them as a modern content provider and source of knowledge for all bakers.
Best in class and innovative social practices