The home baking aisle isn't a part of the supermarket that many visit or linger. Greens is a home bake kit range that made more sales in the week before pancake day than it did for the remainder of the year.
The activity of baking is less about the result of a cake than it is about a gesture, whether you are spending time with children or impressing someone with your creation.
With that in mind we created little Horace, a nod to the founder, who was a tiny kitchen fairy whose mission was to inspire home baking.
We then looked to advertise other occasions throughout the year that you could engage in the activity.