Campaign details

Brand: Baileys
Client: Diageo
Agency: VMLY&R


Recipe Unfudged, a social campaign aiming to give Baileys a fun, compelling role within amateur baking, used data-driven digital insight to develop creative which set new performance records, while also uncovering a broader emotional and cultural truth for the brand to champion.

As a new entrant to the treating category, after repositioning, Baileys needed creative ingenuity to go beyond traditional recipe inspiration. A more insightful, distinct and culturally relevant approach was required to prompt purchase while bringing the brand purpose and values through more strongly.

Fresh insight from social listening and search data uncovered the messy, joyful space of amateur baking, giving Baileys a unique way in as a delicious ingredient to rescue people's mishaps, rather than polished but ultimately inaccessible examples of Instagram perfection.