Nestle
‘Random Acts
of Sweetness’

Objective:
To increase sales of Nestle sweet baking products across the entire range.

Idea:
We set out to create a movement of sweet bakers, not only baking for the home, but setting out on a mission, to make the world a sweeter place by passing on a random act of sweetness.

To create a world where the power of a cupcake can diffuse even the most volatile of circumstances.

In media we took over the Good Weekend magazine over a period of 12 weeks. Tying in with the weekly ‘2 of us’ articles, we asked people to share their sweet baking stories. Who they baked for, why, and the result it had on their relationship. Winner’s stories (and recipes) were published in the a special Good Weekend supplement. The campaign included full page brand only long copy ads and were accompanied by shorter copy versions containing recipes.