About the project.
Bakers Delight was looking to drive engagement around hot cross buns in the lead up to Easter, and invited a number of social agencies to present their ideas. Our pitch-winning concept combined the brand’s distinctive voice with a simple but irresistible entry mechanic. And the whole thing was powered by puns.
How it worked.
The Bakers Delight brand voice is warm and friendly, and humour is a huge part of what makes them so likeable. We decided to tap into the dad jokes to engage Bakers Delight’s 228,000 Facebook followers, and get them excited about hot cross buns in the lead up to Easter.
We launched the Hot Cross Puns competition with a couple of choice puns, beautifully illustrated by our in-house designers, then invited people to submit their own to win the $100 weekly prize. Each round featured a different keyword, and to enter people had to post a pun using that keyword in comments.
Competition was fierce, with rounds consistently receiving 500+ entries in the first 6 hours. Once a winner was chosen, in addition to a very tasty prize voucher, they got to see their comedy genius rendered as an original piece of artwork, posted to the official Bakers Delight Facebook, Twitter, and Instagram feeds.