Baileys is offering to help sort out your baking fails

If all else fails, add some alcohol, says social media campaign from VMLY&R

Published On
Oct 11, 2018

Editor's Pick

If your recipe goes wrong, just add some Baileys, says the Diageo brand in a cheeky new social and digital campaign that capitalizes on people's love of sharing their "baking fails." 

The first video launched in the U.K. on Facebook and Instagram during the airing of hit Channel 4 show "The Great British Bakeoff." This week's episode was themed around "Vegan Week," so the first video shows how a soggy cake and a messy fruit salad can be transformed into a vegan trifle by adding a dash of Baileys Almande (which is a vegan version of the drink).

The campaign, by the London office of the newly merged VMLY&R agency, is based on research that shows that baking is a big growth area for search and social mentions. Over 36 million baking searches are forecast for Q4 2018. Meanwhile, social mentions of baking and treating are growing 90% year-on-year-- with popular hashtags including #bakingfail, #NailedIt and #ExpectationVsReality.

It's the first work from the agency since it was appointed as Baileys' global digital agency of record earlier this year, and more content, videos and articles will follow in the coming months. Harsh Kapadia, executive creative director, VMLY&R London, comments: “When amateur chefs’ recipes fail, data shows that many turn to “Chef Google” for help. We leveraged this insight to make Baileys part of the conversation, offering help when and where people are searching for it.”  


Oct 11, 2018
European Marketing Director:
Laura Pearce
European Marketing Manager:
Lindsay MacDonald
Global Marketing Director:
Jennifer English
Global Content Marketing:
David Heaney
Executive Creative Director:
Harsh Kapadia
Associate Creative Director:
Sarah Glover
Senior Creative:
Anuj Shah
Senior Creative:
Denesh Agnihotri
Chris Hart
Editorial Content Director:
Christian Love
Senior Producer:
Carmela Vitale
Production Assistant:
Elena Di Maria
Senior Digital Strategist:
Mark Linford
Head of Client Engagement:
Marcus Keith
Business Director:
Florence Ospici
Senior Account Manager:
Trishika Ramrakha
Connections Director:
Matt Lei
Senior Connections Manager:
Alyssa Murfrey
Senior Connections Manager:
Tom Anguiano
Analyst, Strategy & Insights:
Liza Saracini
Production Company:
Dark Energy Films

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