In a retail world where every brand is offering 40%, 50%, or even 70% off on Black Friday, standing out isn’t just about having the biggest discounts anymore – it’s about finding a more interesting and engaging way to offer them.

Special and Kitchen Warehouse have found a way to cut through the clutter – Bake Friday Deals. The campaign, being rolled out across Australia, rewards cooking enthusiasts for doing what they do best – cooking something up in the kitchen. From November 10, every Kitchen Warehouse store across Australia, and every online order, will include exclusive sheets of baking paper printed with special Black Friday discounts. But there’s a twist.

Each sheet is printed using a combination of regular and heat-activated ink. When placed in a hot oven, the heat-activated ink disappears, revealing even better hidden deals underneath. By baking the sheets, customers will be rewarded and find the hottest possible deals (literally).

By turning a simple roll of baking paper into a surprising discovery, Kitchen Warehouse revitalises the excitement of Black Friday. More than an amazing offer, it’s a genuinely fun and engaging experience to be had in the kitchen, underlining Kitchen Warehouse’s reason for being.

The campaign combines influencer partnerships, digital content, playful in-store activations and endless reams of baking paper in online orders and in-store, offering Kitchen Warehouse’s best Black Friday deals ever.

Credits
Client: Kitchen Warehouse:
Chief Customer Officer: Simon Lamplough
Head of CRM & Loyalty: Justine Murphy
Marketing Assistant: Emma Foreman
Stylist & Creative: Jo-Anne Pabst
Photographer: Grant Taylor
Studio Coordinator: JoJo Yu
Social Media Manager – Marguerite Jordaan
Social Media Assistant: Aaliyah Nickerson
Head of E-Commerce: Kellie Mitchell
E-Commerce Trading & Merch Manager: Ellie Nguyen

Creative Agency: Special
CEOs & Partners: Lindsey Evans & Cade Heyde
CCOs & Partners: Tom Martin & Julian Schreiber
CSO & Partner: Dave Hartmann
Managing Director: Tori Lopez
Group Creative Directors: Simon Gibson & Nils Eberhardt
Senior Art Director: Phil Harkness
Senior Copywriter: Jack Wall
Creative Technologist: Laurent Marcus
Head of Design: Adam Shear
Design Director: Sabine Schwarz
National Head of Production: Tash Johnson
Head of Stills: Nick Lilley
Senior Integrated Producer: Danielle Senecky
Senior Producer: Di Williams
Production Coordinator: Ada Tuna
Finished Artist: Jen Bailey
Team Lead: Chris Braks
Business Director: Alicia Aguilera

Production: H&H Graphics (Vernon Hills, Illinois, USA)