Life Is What You Bake It — Silver Spoon

Celebrating the many moments of joy that baking brings for a brand that’s in almost half of all UK kitchen cupboards.

Our idea — Life is what you bake it.

Centred around a handed-down Victoria sponge recipe, the campaign tells a story through time, and the hero TVC ‘Victoria’s Sponge’ depicts the baking of one cake recipe across 50 years backed by a remake of the classic Kinks track, “Victoria.”

The OOH creative features the same cast of characters and sums up the powerful memories created by afternoons spent baking in the kitchen.

“Baking is a much loved hobby in the UK, but life is so busy sometimes consumers forget the joy of baking.. Our brief to Ourselves was to develop a comms platform with longevity, and in response, they have developed a powerful creative campaign that will inspire Britain to create more moments of baking joy.”

Lauren Crawford — Home Baking Brands Controller from Silver Spoon.