Life Is What You Bake It — Silver Spoon
The big opportunity for sugar is in baking, not sweetening hot drinks. Silver Spoon has been in our cupboards for over 60 years, and is the number one brand in the category. If Silver Spoon can get more people baking more often it will establish them as the sugar for baking.
Our idea — Life is what you bake it.
Baking plays a memorable role throughout our lives. From legendary birthday cakes, wonky biscuits and flipping fails on Pancake Day. Dog-eared family recipes, passed-down puddings and breakup brownies.
Your bakes are your life on a plate, in all its messy, joyful, chaotic glory. A perfectly imperfect slice of real life. Life is what you bake it.
We played on this sense of nostalgia to encourage Britain to create more moments of baking joy.
Delivered across TV, Digital and OOH, the launch campaign is centred around a handed-down Victoria sponge recipe, telling a story through time. The hero film ‘Victoria’s Sponge’ depicts the baking of one cake recipe across 50 years.
The campaign significantly increased spontaneous top-of-mind awareness, growing 6% over tracking period despite white baking penetration overall being in decline.
A brand uplift study showed exposed audiences are 20% more likely to consider buying the brand than non exposed audiences, against a benchmark of 3.5%.
Social advertising saw a 3.4% click through to recipe, vs 0.5% target, and organic traffic to Baking Mad increased by 50% since the start of the campaign.
