Nestlé Toll House has chosen six young bakers from diverse backgrounds to show, by example, how rewarding it can be to surprise folks with a baked treat.
Each day for 100 days, going through the peak holiday baking season, one or more of the Toll House Bakers will bake and deliver a goody to thank under-appreciated do-gooders or just brighten someone’s day.
The group includes some chefs, along with enthusiastic amateur bakers who are involved in various worthy causes or community-oriented jobs.
"With our bakers, we're making sure our actions speak louder than words and empowering others who share our passion to change the world one small act at a time,” said Hyder Raheem, VP, Nestlé Baking Division.
The brand asked its social media fans to share ideas for baked-good recipients, and began the 100 days on Oct. 17, with a delivery of brownies to PAWS in Chicago. On day two, bakers delivered chocolate chip cookies to the Gilda’s Club in Chicago.
In between the bakers’ @NestleTollHouse #BakeSomeGood postings about their activities, the brand is posting suggestions for other fans (“Surprise the PTA w/ some Butterfinger Caramel Apples”).
The campaign will also include video and custom content on social, and a Bakers’ Blog at TollHouseBakesSomeGood.com (launching next week) where the six bakers will write about their experiences.
Toll House recipes are also available at Nestlé’s baking brands/recipes hub.
Three agencies worked with the brand’s marketing team on the campaign: lead creative and digital AOR Resource/Ammirati; experiential agency GMR; and public relations firm Interfuse.