Campaign details
Brand: BaileysClient: DiageoAgency: VMLY&R
Summary
Recipe Unfudged, a social campaign aiming to give Baileys a fun, compelling role within amateur baking, used data-driven digital insight to develop creative which set new performance records, while also uncovering a broader emotional and cultural truth for the brand to champion.
As a new entrant to the treating category, after repositioning, Baileys needed creative ingenuity to go beyond traditional recipe inspiration. A more insightful, distinct and culturally relevant approach was required to prompt purchase while bringing the brand purpose and values through more strongly.
Fresh insight from social listening and...