King Arthur Baking Company

OBJECTIVE

Troubled by the growing incivility and xenophobia in the US during 2020, King Arthur Baking Co. wanted to create their first branding and first national ad campaign that celebrated diversity, and diverse baking traditions. The goal was to reflect their mission of fostering community through baking. The music needed to be the hero for this spot, creating a branded experience that connected with people beyond the boundaries of traditional music in advertising.

SOLUTION

Create a full-length song that feels like an existing classic, evoking a sense of familiarity without being recognizable. This iconic sounding song would serve as the brand anthem and be released as a single through a strategic artist partnership. Having the song released alongside the campaign allowed for a stronger connection with consumers, and created the appearance of an existing song whose meaning had been hijacked and repurposed to fit the ad.

RESULTS

The 2+ year campaign included TVC’s, social content, and an artist partnership release with Ashley Nguyen DeWitt. The campaign was featured in Adweek, Best Ads On TV, Ads Of The World and more. The song received such favorable feedback its usage was extended from original term length.