Baking shows are incredibly popular, both for the wondrous creations and the disastrous flops they show. Mishaps remind people that everyone is human and a recent episode of the UK’s most popular baking programme gave VMLY&R an idea for a social campaign for Baileys.
The launch video was a reactive social post to that show:
And the idea grew from there into a series of videos and articles, #RecipeUnfudged, that show how to turn a baking blunder into a gorgeous new dish. The campaign both builds on the Baileys being one of the world’s ultimate ingestible treats and offers inspirational solutions to things that go wrong when you’re baking.
The campaign, running on Instagram and Facebook responds to the fact that when all these new amateur chefs that the home baking culture is creating have baking fails – and they do – they turn to Google for help. Over 36 million baking searches are forecasted for Q4 2018 with popular hashtags, such as #bakingfail, #NailedIt, #ExpectationVsReality recording the highs and lows of baking experiments. Social mentions of baking and treating oneself are growing 90% YoY.
Harsh Kapadia, executive creative director, VMLY&R, explained, “When amateur chefs’ recipes fail, data shows that many turn to “Chef Google” for help. We leveraged this insight to make Baileys part of the conversation, offering help when and where people are searching for it.”
Laura Pearce, Baileys Europe marketing director, said: “We wanted to showcase the incredible diversity of our product. I hope our new campaign provides genuinely useful suggestions and inspiration to aspiring cooks in their time of need.”
The global digital campaign is running across a range of social and partner channels, with optimised content to be served through search results. It is the first work from VMLY&R since it was appointed as Baileys’ global digital agency of record earlier this year.
Agency: VMLY&R London
Executive Creative Director: Harsh Kapadia
Associate Creative Director: Sarah Glover
Senior Creatives: Anuj Shah & Denesh Agnihotri
Creatives: Chris Hart & Peter Higgins
Editorial Content Director: Christian Love
Senior Producer: Carmela Vitale
Production Assistant: Elena Di Maria
Senior Digital Strategist: Mark Linford
Head of Client Engagement: Marcus Keith
Business Director: Florence Ospici
Senior Account Manager: Trishika Ramrakha
Connections Director: Matt Lei
Senior Connections Manager: Alyssa Murfrey
Senior Connections Manager: Tom Anguiano
Analyst, Strategy & Insights: Liza Saracini
Production Company: Dark Energy Films
Media Agency: Carat
Laura Pearce, European Marketing Director: Laura Pearce
European Marketing Manager: Lindsay MacDonald
Global Marketing Director: Jennifer English
Global Content Marketing: David Heaney