| Philosophie | Chosen for its ability to help brands grow and appeal to millennial and mainstream consumers, award-winning agency DCX Growth Accelerator has created a new campaign for America’s oldest flour company, King Arthur Baking Company (www.kingarthurbaking.com), which is anything but stale. Launching today, “The Power of Baking” spotlights real-life bakers in three cities — LA, NYC and New Orleans — making personal recipes alongside their families and loved ones from the comforts of their own kitchens. Produced by 1stAveMachine, the narrative and visuals are elevated by the soulful “Rise Again”, an original song about finding perseverance during these uncertain times. “The idea was to bring a glimpse of unity and hope to the screen by portraying authentic, legitimate bakers with profound heritages behind their passion for turning dough into bread and pastry dishes”, says Director Tomi Dieguez (of 1stAveMachine Buenos Aires). “What they bake is actually a vivid representation of their family traditions, where they come from, and what they can make out of it. That’s what this campaign humbly aspires to be: a mix of cultures from America’s bakers today.” The spot marks King Arthur Baking Company’s first campaign since its rebrand in mid-July. The content will run across broadcast television and digital (Food Network, HGTV, YouTube, OTT, and programmatic pre-roll) through the end of 2020, and social media (Facebook, Instagram, and Pinterest) mediums along with outdoor (Boston, Seattle, Austin, and Denver) and podcast promotions till January 2021. Following the campaign, a new line of products are slated to roll out during the fall season including Keto Wheat Flour Blend, Organic Rye Flour, ‘00’ Pizza Flour, Baking Sugar Alternative, and Single Serve (Confetti Cake and Chocolate Cake with Salted Caramel). |