B!G Silver: Ogilvy bakes, batters and rolls with Robin Hood

An Willy Wonka-style interactive bakeshop gets families bonding over flour.

The challenge
Smucker Foods wanted to celebrate Robin Hood’s 100th anniversary in Canada by getting consumers involved and engaging them to use more flour, despite the fact that it’s a low-interest category.

The insight
The client first requested a print ad, but the agency saw the opportunity for something much bigger.
Moms know that passing on the tradition of baking to their children is important because it helps bring families together. It’s a fun and inexpensive way to spend quality time with the kids. So there was no better way for Robin Hood to celebrate its 100th year, and thank moms for their support, than by helping them ignite a genuine passion for baking in their children.

The B!G idea
This led to the creation of a physical store called Robin Hood’s Bake Batter and Roll Bakeshop. This “Willy Wonka meets baking”-inspired shop featured giant cupcake chairs, a rolling pin bar and baked goods wallpaper designed by the agency creative team. Parents and their kids could create one of six imaginative recipes. To participate, they simply registered online.
The physical bakeshop became the hub for a coast-to-coast plan. A mobile version went on the road to three major markets across Canada. Parents and kids were invited to decorate a pre-made cupcake, baked with Robin Hood flour. Similar to the bakeshop, once they finished decorating their cupcakes, the kids were given a take-away box and the parents were given recipe cards and a Robin Hood coupon.
Online, a virtual bakeshop provided recipes and how-to videos. Activities, games, a contest and baking tips rounded out the experience.
A media partnership with Transcontinental saw Robin Hood feature full page and one-third-page advertorials on the bakeshop, which drove consumers to Robinhood.ca/bakeshop where they could sign up for the bakeshop experience. Online banners also drove users to visit the physical, mobile or virtual bakeshops.
Public relations played a key role given the positive nature of the story. As such, Bake Batter and Roll secured several prized breakfast TV shows in Toronto.
In exchange for exposure within the program, Frigidaire participated in the “Win a Dream Kitchen” contest that was promoted online and in print.

The impact
The program not only reversed the share erosion, it resulted in a significantly increased share of market for the first time in years, and increased sales (numbers are confidential).
The program generated over 44 million impressions, all with a budget of under $1 million.
Unique visits to the virtual bakeshop surpassed objectives by 137%, while website traffic increased by 26% during the program.
Spots in the bakeshop were 65% sold out in the first 48 hours and 100% filled before the week was out. The mobile bakeshops saw attendance 160% above targets.
Customer surveys showed 99% positive feedback. Most importantly, many wrote they were now going to bake more often with their kids because of this experience.

What the judges said
“The agency really went further and created an integrated event campaign around the 100th anniversary. Great integration of touchpoints. This concept has potential to live further on different platforms.”
–Samuel Bussières, L’Oréal

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Intro

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Judging panel