For 95 years Stork has inspired generations to bake. It has given them confidence, making baking achievable.
However Stork has seen challenges. There’s been limited ATL support, and typically it’s a brand that older generations use. Consumers don’t know what Stork stands for - and it lacks emotional engagement.
But there are massive volume opportunities if people bake just one extra cake per year –delivering £100m additional annual turnover.
We were briefed to submit quick, creative ideas as part of an Always On newsroom function – to encourage more people to bake with Stork.
We identified a calendar moment on the radar of prominent media: the 80th birthday of baking queen Mary Berry. We decided to honour Mary Berry's contribution to baking with the absolute show-stopper cake: 8 tiers, each highlighting a key baking trend from each decade of Mary's life (1940s to 2010s), specially created by former Great British Bake-Off contestant Ruth Clemens (The PInk Whisk).
We released the picture to key news and lifestyle press on the morning of her birthday (March 24th) and positioned it as Stork’s ode to Mary’s creativity. The story travelled far and wide, with over112 pieces of coverage and 100% brand messaging included.