The best foods in life are baked

Walkers baked has spent years claiming its health benefits and they wanted to shift the brands approach to taste and health. We launched, “The best foods in life are baked” campaign at the same time as the cultural phenomenon “the great British bake off 2022” on Channel 4. We placed our brand in the heart of British baking culture by leveraging the tastiest baked British foods and placing our brand at the heart of this conversation. By borrowing taste credentials from Britian’s love of baking and baked treats, we connected the brand to consumers through taste and flavour.