Country Crock margarine and Story set out to elevate the task of baking to mean something more than the end result. Story found we needed to capture the attention of moms by giving them a real reason to bake more often through an emotionally compelling digital campaign.
The integrated “When We Bake” campaign was rooted in the story that baking with your children allows time-starved moms to spend time with their children, passing down important home-based values such as patience and sharing while making something delicious for the family.
We started with a short documentary of a real Crock family that made the benefits of baking together clear to moms. The story continued on a digital hub where we shared recipe inspiration and showed how baking could spark a child’s imagination in unexpected ways.
With imaginations sparked, it was time to bring some baking magic to families outside of the kitchen. At an in-store event, 3-D printing technology transformed kids’ drawings into cookie cutters they could take home, a modern keepsake that perfectly aligned with the brand’s nostalgic heritage.
(up from 1.8%)
(2x paid goal)
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