9 November 2018



Baileys, the popular Irish Cream liqueur, has launched a global digital campaign aiming to solve common baking mishaps with new recipes. Building on the brand’s successful positioning as the ultimate indulgent adult treat, the brand is offering amateur chefs inspirational solutions to their baking misadventures.

Globally, over 36 million baking searches are forecasted for Q4 2018 with popular hashtags, such as #bakingfail, #NailedIt, #ExpectationVsReality recording the highs and lows of baking experiments. In addition, social mentions of baking and treating are growing 90% YoY.

Based on data and analysis of the behaviour of how people search and seek assistance when baking goes wrong, VMLY&R has created a series of recipe videos and articles tailored to the top baking fails.

The launch video, a reactive social post inspired by the UK’s most popular baking programme, was published last night. It shows a mouth-watering Baileys Almande trifle made from a soggy bottom cake and a measure of Baileys.

Laura Pearce, Baileys Europe Marketing Director, said: “We wanted to showcase the incredible diversity of our product. I hope our new campaign provides genuinely useful suggestions and inspiration to aspiring cooks in their time of need.”

Harsh Kapadia, Executive Creative Director, VMLY&R, said: “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.”

The global digital campaign will play out across multiple social and partner channels, with optimised content to be served through search results. It is the first work from creative and innovation agency VMLY&R since they were appointed as Baileys Global Digital Agency of Record earlier this year.

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