Baileys Recipe Unfudged

Baileys is a firm festive favourite, but how could we increase year-round consumption? We found that Baileys is also an excellent baking ingredient. And home baking is more often about fails than perfect bakes proven by 2.5 million monthly searches for fixing baking fails. We took the top 20 of these searches and created easy recipes to ‘unfudge’ these fails with Baileys. So, when bakers looked to Chef Google for help, we served them relevant snackable ‘Recipe Unfudged’ content optimized for their search results – driving more consumption occasions, by getting the right content in front of the right people at the right time.

We also developed an Alexa skill for novice bakers around the world.

Timely launch with the new series of The Great British Bakeoff. The social & SEO campaign became the most engaging content Baileys has ever created, achieving 36% vs 17% Diageo benchmark | VML

{The data-driven campaign reached new heights with the press on innovation in communications}

{Examples of how the campaign rolled out on Google search and Baileys social channels}