Karo Corn Syrup
The Karo baker takes pride in giving others tasty desserts. For Karo, we develop inspiration for bakers to make pecan pie, Karo’s hero recipe. Our goal is also to extend Karo’s role during the holidays. We accomplish this by creating alternate recipe inspiration and traditions that encourage consumers to use Karo Corn Syrup during the holidays and throughout the year.
Website Refresh
The Karo website was extremely outdated and didn’t portray the brand as the category captain that they are. Karo was looking to increase their brand equity and ongoing engagement as well as appear within organic search results for consumers actively seeking relevant information about Karo or baking with corn syrup. As the old site was obsolete, we needed to provide a user-friendly experience with simple navigation and easy-to-find content.
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 broaden brand appeal by delivering content that will inspire our consumers to bake with Karo. Their blog content features emotional connections to recipes and encouraged consumers to incorporate the brand into their family traditions.
Butternut Bakery
Broma Bakery
Grand Baby Cakes
A Cozy Kitchen
My Baking addication
Creme De La Crumb
The Baker Momma
Paid & Organic Social Media | National FSI | Kroger MyMag | Paid Digital Media
Valentine’s Day Fudge with Mario & Courtney Lopez
For Valentine’s Day, we created a spokesperson partnership with Mario & Courtney Lopez, to deliver the perfect fudge recipe inspiration for the holiday. The Lopezs film weekly in-home segments through Food Quest (airing on WGN and AMC networks). Our segment featured Karo and our hero fudge recipe. We leveraged the video content across our digital and social platforms.
Paid & Organic Social
To round out the holiday, we worked with The Baker Mama to create a beautiful Galantine’s Day Dark Chocolate Fudge board. She is known not only for her delicious recipes but for the amazing boards she makes for every occasion.
Valentine’s Day Fudge Landing Page
We wanted to drive our consumers to a singular page for the Valentine’s Day holiday. Here bakers can view Mario and Courtney’s fudge video, get the recipe and discover Galantine’s day inspiration.
Agency: Upshot Agency
Creative Director: Michelle Horne
Associate Creative Director: Hannah Lesko
Art Director: Madison Asher