CLIENT: Nestlé Toll House

PROJECT: Video Series / Content Strategy

AGENCY: IBM iX (FMR: Resource/Ammerati)

ROLE: Content Strategy, Creative Direction

Nestlé Toll House needed sales to grow at the shelf. The existing consumers were very familiar with the brand through its 75 year legacy and the American culture up to recent years—which was changing dramatically. We determined that there was a new audience that did not have a way into the brand in the same way that other had before.

One of the reasons that people bake is to share and express their feeling for others. We created a campaign called Bake Someone’s Day featuring a video series focused on real-life situations of self-expression that a new audience might relate to. This campaign was supported by heavy social as well.