If there’s one thing Britain loves as much as tasty home baking, it’s a lively debate. That’s why our thinking led us to a perennial question that divides our nation: which is better on top of a cake, icing or chocolate? Traditionalists versus modernists. Crunchy versus creamy. Everyone has an opinion. That’s why it was such a great insight for a compelling brand story.
To drive sales of Dr. Oetker’s deliciously easy mixes over the holiday season, Citizen’s challenge was simple: inspire Brits to get baking!
We also wanted to drive awareness for, and engagement with WeBake, Dr. Oetker’s social platform for bakers.
With the “Dare to Bake” campaign, Dr. Oetker’s wanted to challenge occasional bakers by sparking a national conversation. We took the debate to the people – in the streets and online – to ask which cakes they preferred at Christmas. Citizen launched a national sampling campaign, bringing cake trucks to holiday shopping destinations across the country. Consumers tried both recipes then signed up to #VoteIcing or #VoteChocolate. For those who couldn’t be there, we created a Facebook Live event with two baking influencers to showcase the products and drive engagement on WeBake. And as an added holiday treat, everyone who voted had a chance to win a trip to either Iceland if Icing won, or Switzerland if Chocolate came out on top.