King Arthur Baking - "The Power of Baking"

DCX Growth Accelerator Brooklyn, United States

7164

Brand: King Arthur Baking
Country: United States

Advertiser: King Arthur Baking Company

Title	The Power of Baking
Agency	DCX Growth Accelerator
Campaign	The Power of Baking
Advertiser	King Arthur Baking Company
Brand	King Arthur Baking
Date of First Broadcast/Publication	2020 / 10
Business Sector	Baking Powders, Flour
Philosophy	Chosen for its ability to help brands grow and appeal to millennial and mainstream consumers, award-winning agency DCX Growth Accelerator has created a new campaign for America’s oldest flour company, King Arthur Baking Company (www.kingarthurbaking.com), which is anything but stale. Launching today, “The Power of Baking” spotlights real-life bakers in three cities — LA, NYC and New Orleans — making personal recipes alongside their families and loved ones from the comforts of their own kitchens. Produced by 1stAveMachine, the narrative and visuals are elevated by the soulful “Rise Again”, an original song about finding perseverance during these uncertain times. “The idea was to bring a glimpse of unity and hope to the screen by portraying authentic, legitimate bakers with profound heritages behind their passion for turning dough into bread and pastry dishes”, says Director Tomi Dieguez (of 1stAveMachine Buenos Aires). “What they bake is actually a vivid representation of their family traditions, where they come from, and what they can make out of it. That’s what this campaign humbly aspires to be: a mix of cultures from America’s bakers today.” The spot marks King Arthur Baking Company’s first campaign since its rebrand in mid-July. The content will run across broadcast television and digital (Food Network, HGTV, YouTube, OTT, and programmatic pre-roll) through the end of 2020, and social media (Facebook, Instagram, and Pinterest) mediums along with outdoor (Boston, Seattle, Austin, and Denver) and podcast promotions till January 2021. Following the campaign, a new line of products are slated to roll out during the fall season including Keto Wheat Flour Blend, Organic Rye Flour, ‘00’ Pizza Flour, Baking Sugar Alternative, and Single Serve (Confetti Cake and Chocolate Cake with Salted Caramel).
Media Type	Television
Length	61 seconds
Soundtrack	Rise Again* (by award-winning songwriter Alana Da Fonseca and BIPOC singer Ashley Nguyen DeWitt)
Production Company	1stAveMachine
Chief Creative Officer	Doug Cameron
Executive Creative Director	Tommy Noonan
Art Director	Alistair Chew
VP of Strategy	Laurent Bouaziz
Executive Producer	Aymi Beltramo
Account Director	Ashley Bouldin
Account Executive	Krysten Krulik
Director	Thomas Dieguez
Executive Producer	Peter Repplier
Editing Company	Cabin Edit
Editor	Randy Baublis
Assistant Editor	Nick Deliberto
Offline Post Producer	Katy Lester
Executive Producer, Offline	Adam Becht
Offline Partner/ Executive Producer	Carr Schilling
Visual Effects Studio	Shape + Light
VFX Executive Producer	Cara Lehr
VFX Senior Producer	Arielle Weir
Creative Director/Senior Flame Artis	Rob Trent
Flame Assistant	Austin Lewis
Colorization	Co3 / Los Angeles
Colorist	Stefan Sonnenfeld
Color Producer	Matt Moran
Color EP	Ashley McKim
Mix	Lime Studios
Re-recording Mixer	Miller Matt
Assistant Recording Mixer	Ian Connie
Mix Executive Producer	Susie Boyajan
Music Producer	Patrick Oliver
Song Writer/Producer	Alana Da Fonseca
Song Writer/Producer	Bobby Studley