White Wings flour & baking mixes were in decline in a struggling category. Most consumers were unable to differentiate between brands and simply chose the cheaper option.
We needed to get Aussie bakers to choose our mixes by reconnecting them emotionally with the White Wings brand.
We knew that a good cake has the power to bring friends, family, co-workers and even absolute strangers to the table - almost out of nowhere.
So to bring this insight to life we developed ‘'Bake it and they will come' - an entertaining integrated campaign across TV, OOH, OLV/Social.