Leading baking brand Dr Oetker is back on TV this month with a brand building campaign which encourages consumers to ‘Share a Little Joy’ through baking.
The campaign celebrates how little gestures of kindness can make a big difference in creating happy memories and feel-good moments. The integrated campaign will see the brand return to TV, VOD, social and digital. In the creative we see how one home-baked gesture of kindness can create a chain effect of good deeds with feel-good results.
Research for the brand found that as a nation we celebrate the big moments in life, but it is in fact those little moments and gestures of kindness shared with others that contribute the most to our overall wellbeing and happiness. Such moments can include sharing a homemade cake with friends over coffee at the weekend, spending time teaching the kids how to bake during the school holidays, or whipping up a bake for a charity event at work.
The integrated campaign also came to life on social media where ex Great British Bake Off finalist Sandro Farmhouse searched for local community heroes who have gone over and above to share a little joy and make a big difference to their local community, whether that’s helping children in the local area learn to bake or volunteering at their local food bank.
This national competition searched for jewels in local communities, who use small acts of kindness to make a real difference to their community. The overall winner received a hand delivered cake from Sandro and a hamper of Coronation & Dr. Oetker goodies plus a donation to a charity of their choice.
Jen Johnson, head of marketing, cake & dessert at Dr. Oetker UK, says: “Baking often features in major celebrations like the Coronation, but it can also be a fantastic way of making a big difference in everyday moments, it’s a great way of sharing a little bit of joy with those we love, which is at the heart of the creative idea”.
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