Dr Oetker

More than just the icing on the cake

With a food portfolio comprising BBC Good Food, Olive, delicious, Healthy Food Guide and BBC EasyCook, Immediate has an amazing audience of engaged, passionate bakers. Dr Oetker asked Imagine to increase brand awareness amongst female bakers 20-44, and to make the company’s products a must for crowd-pleasing cooks.

We launched at Halloween with a digital display campaign, utilising our award-winning data capabilities to laser target keen bakers and foodies across Good Food and the Immediate Network with a focus on those users who had engaged with Halloween content.

But it was Christmas where the partnership really came to life. Using our unique data and deep insight, we produced a series of trend-led, seasonal recipes with Dr Oetker baking products at their heart.

Some beautiful photographic and video content brought these recipes to life and formed the basis of print advertorials (BBC Good Food, Olive, delicious, BBC EasyCook), and high-impact digital takeovers across the Immediate Network online. The campaign, intended to inspire bakers around these key seasonal themes, also included delivery of campaign video via our FLIX unit and an interscroller, leading to some incredible delivery numbers.

The Christmas assets Imagine produced performed particularly well on our food titles’ social platforms, exceeding reach projections and with high engagement rates.

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