Baking and treat decorating product developer and marketer Wilton has launched a multimedia advertising campaign to mark what the company described as the “next chapter in its legacy of education and inspiration of the 95-year-old brand.”
The campaign, entitled “The Wonderful World of Wilton,” highlights the joy and creativity found in baking and decorating, inviting bakers of all skill levels to explore their creative potential with Wilton’s extensive range of products, according to the company.
“Wilton prides itself on being more than a brand; we celebrate and foster a passionate community that thrives on creativity and the shared joy of baking and decorating,” said Shanta McGahey, director of Wilton Masterbrand and Community. “This campaign is designed to remind consumers of the joyful side of baking while daring them to embrace their creativity and bake and decorate more often. We believe that inspiring joy for making, creating and sharing leads to sweeter moments.”
“The Wonderful World of Wilton” campaign will be showcased across multiple platforms, including streaming TV, social media, retail media and in-store promotions in a plan to engage with new audiences and existing Wilton consumers, the company reported.
The integrated digital campaign introduces a new logo for the 95-year-old brand. The logo (pictured above) features the Wilton name in a hand-piped look and the brand’s establishment in 1929 against a vivid color palette that is rolling out this year on new packaging for the brand’s full line of bakeware and treat decorating products.
Dilip Massarenti, Wilton vice president of marketing, added, “Our strategic vision is to reaffirm Wilton’s position as a leader in the industry. By focusing on the joy of baking, decorating and the end result, rather than the barriers to start the journey, we intend to inspire a new generation of bakers and decorators.”
