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.”