Roles: Art Direction, UI/Web Design, Social Media Design, Print Collateral, OOH Design

Client: Duncan Hines

 

With my team, I concepted the "Bake It Real" campaign to bring the Duncan Hines brand to a younger audience. Focusing on the convenience of the product, and simplicity of skillset and tools required, 'Bake it Real' delivered a message of the joy of baking something at home and sharing it for the moments we remember most. The campaign later evolved to focus on their "Perfect Size" product, a cake that serves 2-4. We tailored the headline to become "Bake it Perfect" and focused on the moments in which a mini cake would be just right. 

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As an integrated campaign, "Bake it Real" began as an experiential stunt using the cupcake truck, and creating video to share across social channels. The event culminated in a 'big reveal' when delicious, artisan cupcakes were uncovered as Duncan Hines, and product and offers were given away. The messaging then extended to Instagram where trendy headlines were appropriated for a young demographic. As the campaign evolved to focus on the Perfect Size product, the focus became fitting the small cake into equally small moments. We crafted kits that could be sent to Duncan Hines' Bakers Club members, and created a baking championship video series.