Elevating baking's purpose

So much good happens when we bake.

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.

Brand Positioning

Campaign Idea

Documentary Film

Campaign Activation

Digital OOH Experience

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.

Integrating modern technology in a brand rooted in nostalgia.

The Results

25.6%

household penetration

(up from 1.8%)

66M

impressions

(2x paid goal)

8M

video views

1

award honoring best client relationship

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@storyworldwide

Story Worldwide

Seattle

92 Lenora Street

Seattle, WA 98121

425-312-1161

New York

32 Union Square East, 1007

New York, NY

212-500-1323