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THE CHALLENGE

The big opportunity for sugar is in baking, not sweetening hot drinks.

 

If Silver Spoon can get more people baking more often, they would benefit, being the number one brand in the category.

THE IDEA

Life is what you bake it...

Baking plays a memorable role throughout our lives. Silver Spoon has been around for over 60 years, so has been with you for all these moments.

 

We played into this sense of nostalgia to encourage people to bake more - whilst establishing Silver Spoon as the baking sugar.

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A CAMPAIGN 60 YEARS IN THE BAKING FOR SILVER SPOON.

  • Brand Strategy

  • Creative Direction

  • TV

  • Social

  • Online

  • OOH

TV:

OOH:

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Social CTR 150% higher than target.

6% increase in top of
mind awareness.

Despite white sugar peneration being in decline.

Consideration up 20%*

YouTube study, exposed vs non exposed

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