Fleischmann's Yeast
Many people perceive baking with yeast as difficult or risky and because of that are often afraid to bake yeast recipes. At Fleischmann’s Yeast, we want to inspire consumers to further their passion for homemade baked goods through appetite appeal and an emotional connection. Once consumers are inspired, we convince them to purchase by educating them and providing them with an easy, foolproof process to add to their homemade yeast recipes.
Website Refresh
The Fleischmann’s Yeast website was extremely outdated and it didn’t portray the brand as the experts they are. It was a very popular site with high traffic but with an 80% bounce rate it was telling us that the content and presentation weren’t appealing. Then quarantine hit and interest for yeast shot through the roof. Time was of the essence to launch the new site before the holiday 2020 baking season!
We redesigned the site with new photography and video content for 10+ core recipes. For the most part, this entire project was done in quarantine - working, collaborating and troubleshooting remotely.
Branded Recipe Library
With the new website we needed ownable brand content. We looked at site traffic, search results and food trends to identify 10 recipes to capture for new photography and video content. We partnered with the team from Broma Bakery for this custom photoshoot, something the brand had never done before. For the 10 core recipes, we captured process, end-recipe, product in-use and hero shots, as well as, educational GIFs and recipe videos.
Meet Our Influencers
In addition to our brand content, a large part of our marketing plan is dedicated to partnering with influencers and their social platforms. Our macro influencers provide a credible voice to demystify yeast and convinced consumers that homemade is worth it. Their blog content features emotional connections to recipes and encouraged consumers to incorporate our brand into their family traditions.
Half Baked Harvest
Butternut Bakery
A Cozy Kitchen
Broma Bakery
Grandbaby Cakes
Creme De La Crumb
My Baking Addiction
Paid & Organic Social Media | National FSI | Kroger MyMag | SKU Local Coupon
Rosanna Pansino
To strengthen our brand equity we created a spokesperson partnership with rising YouTube personality, Rosanna Pansino. We created and shot still and video content for three recipes. We fully integrated this content throughout our media plan and leveraged content across social, digital, print and website.
The content drove breakthrough in the baking category to strengthen our brand equity, delivered a credible voice to communicate our brand message and introduced fresh content inspiration, education and confidence. Above all we increased advocacy and amplification among our target market of Scratch Bakers and Hobbyists.
Rosanna Pansino National Print Ad
Paid & Owned Social Branded Content | Display & Video Media
Rosanna Pansino Seasonal Landing Page
We wanted to drive our consumers to a singular page on our website which featured Rosanna’s three recipes. Here bakers could learn more about Rosanna, her passion for baking with yeast and bake along with her.
Rosanna’s landing page was the most successful page in terms of engagement for 2020. It gained the highest on-page engagement (4+ mins) and was second only to the homepage in total views.
Agency: Upshot Agency
Creative Director: Michelle Horne
Associate Creative Director: Hannah Lesko
Art Director: Madison Asher