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VMLY&R - Bailey's - #RecipeUnfudged


We have created a series of recipe videos and articles tailored to the top baking fails.

Disciplines: Advertising/Creative

Sector: Alcoholic Drinks

Agency: #RecipeUnfudged, VMLY&R

BITE Insight

You’ve saved the recipe, bought the ingredients, invited people over, turned the radio on and set the lights. You’re trying something new and the setting has to be perfect. But then, like Bridget Jones with the blue string, something goes disastrously, horribly wrong with the food.

It's these fails that Bailey’s, working with VMLY&R have set out to reverse, creating a few handy recipe videos and articles to help. Designed to promote the brand’s new Almande vegan drink, #RecipeUnfudged repositions Bailey’s as a cooking aid rather than simply a celebratory drink.

The social and digital campaign aims to shift the perception of Bailey’s, moving it from the drinks cabinet and into the kitchen. A soggy cake and messy fruit salad can become a delicious trifle when you add a splash of Bailey’s to the mix.

Already known as an indulgent treat, Bailey’s now steps into the larger and ever growing conversation around baking, offering encouragement and inspiration to aspiring chefs and drinks aficionados alike.

About the author

Izzy Ashton, Assistant Editor of BITE, Creativebrief

Izzy is a writer/researcher for BITE, Creativebrief’s daily insight into global marketing trends and the cultural movements driving them. She keeps abreast of the latest communication, technology and consumer news, and is responsible for conducting interviews with key agency strategists and creatives to gain insight into the most innovative global campaigns.

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