client /
kitchenaid, and their widely recognizable stand-mixer. they've been on wedding registries since grandma got hitched, but that doesn't mean their target audience hasn't changed with the times. kitchenaid purchaser's are younger, single, and don't have a lot of confidence in the kitchen. what they do have? a love for what kitchenaid can help them create. we need to give them a reason to get cooking.
the main idea /
anyone who has ever baked a cake knows that the most common question you'll be asked isn't "what flavor?", but "what for?".
but cake is too delicious to save for special occasions! and with your kitchenaid, it's too easy not to make on a whim. so let's cheer on cake as it makes the comeback it deserves from the people who love it so.
this social media campaign looks to the younger generations and a new relationship with baking. baking that inspires having fun, trying new things, and eating homemade cake..
design /
the highly curated and stylized pictures of food we see all over social media aren't encouraging to this basic baker. so we're keeping it simple and realistic, leaving out the daintiness and frills, adding in a few lines of copy that are sure to have readers hitting the kitchen (and their "share" buttons, too).
