During a trying year, King Arthur Baking Company encouraged civility and the power of baking.

King Arthur had the opportunity to become cultural leader of the category by becoming the only brand to seize the heroization of the amateur baker and speak to the most important cultural tension of our time - incivility.

Our campaign, “The Power of Baking”, launched with an anthemic film. It showed bakers kneading dough and measuring ingredients while singer Ashley DeWitt sings an original song specifically written for the campaign by Alana Da Fonseca (it’s here on spotify for when you inevitably have it stuck in your head).

 The campaign included a mix of marketing including social spots, :06 pre-rolls, out-of-home ads, and sponsored podcasts sharing bakers’ stories, including some of those in the commercial, in videos and blog posts.

 King Arthur became the fastest growing brand in the flour category in 2020, surpassing a 150% increase in sales and leading the growth in the entire category. And while sales slowly tapered over the course of the year, the company is still seeing baking at levels of about 30% over the prior year, a trend that Karen Colberg, co-chief executive officer of King Arthur, said has the company “excited for what it means for our future.” The brand was named an AdAge America’s Hottest Brands of 2020.