WORLD BAKING DAY
SASKO is a bread and flour brand that has been trusted by bakers since the 1930s. While they have a long-standing heritage and a league of loyal followers, they needed to find a way to connect with a new, younger target market.
Working with a limited budget, we carefully selected relevant influencers in the local foodie community to receive personalised media drops for World Baking Day. The drop included a signature cookie cutter, as well as all the ingredients and equipment they would need to make a batch of custom cookies.
We engaged with influencers in a way that was up-to-date and socially savvy, encouraged them trial the product, and gave them an experience they wanted to share. With just 4 direct mailers, the campaign generated over 800 likes and 600 shares on Facebook, over 300 Instagram likes, more than 50 retweets, and even a few shout outs from other celebs who wanted their own cookie cutters, too.
Copywriter: Candi Botha
Art Director: Ashley Geldenhuys
Creative Director: Andrew Lang
It's World Baking Day on 17 May and we'd like to give you a special treat for this special day. Like cakes, every baker is unique. We know you already have your own set of recipes and methods in the kitchen. Now add your own stamp with a custom cookie cutter from Sasko.
We hope you'll bake a batch of Zola-cookies with someone special and make some sweet memories while you're at it. Taste the cookie dough, lick the bowl, and add a touch of love. It's what baking is all about.
Happy baking. #SaskoCookies