Stirring Up The Baking Aisle

Opportunity
After 20 years of chocolate and vanilla frosting, the baking aisle was about to transform into an endless rainbow of color and flavor options for bakers with the launch of Duncan Hines’ Frosting Creations.
Objective
  • Mass awareness via 450 million media social media impressions
  • 1,000 trials and online reviews from passionate bakers
  • Spur immediate sales
Breakout Strategy
Feed the passion of at-home bakers with the power to breakout, brag and share.

The Program

  • Secret Samplers: Product sneak peek with digital platform to share original recipes
  • House Parties: 1,000 baking party kits awarded among 30,000 targeted bakers vying for opportunity; social media integration
  • Recipe Challenge: Bakers submit original recipes to win Duncan Hines Chef & Test Kitchen experience
  • Media: 1-on-1 demos with top 10 editors and influencers; 100 Top Secret teasers to target media