Moosejaw, SK.-born flour brand Robin Hood celebrated its centennial in November by inviting Canadian baking enthusiasts to take part in an interactive retail experience called “Bake, Batter and Roll.”
The pop-up bakeshop, which was cooked up by Toronto-based Ogilvy and executed by OgilvyAction, opened Nov. 1 for a month at a location on Toronto’s Eglinton Avenue. Icing-covered goodies decorated the walls, a giant pink rolling pin-shaped table served as the main baking hub, and appliances were donated by Frigidaire. Visitors could choose from six different recipes to bake and decorate on site, then take home to enjoy.
Western Canadians also had the chance to test their baking skills. Mobile “Bake, Batter and Roll“ stations made appearances at shopping centres in Edmonton, Calgary and Richmond, B.C. “The benefit of an experience-based ad idea is that it provides hands-on learning and enjoyment,” says Danielle Rudra, director of marketing, baking and frozen, Smucker’s Foods of Canada.
Those who weren’t able to make it out to any of the locations can still take part online at Robinhood.ca/bakeshop, which was created by OgilvyOne. There, they can follow along with a video of how-to recipe demonstrations, as well as visit a Bakery Boutique where they can make and decorate their own culinary creations, access an online timer to track the progress of their baked treats, download decorating tools and apply for a baker’s certificate.
The “Bake, Batter and Roll” concept was developed in partnership with Mindshare and Maverick PR.