King Arthur Flour 'Bake For Good'
As consumers become increasingly attuned to the socially responsible activities of their favorite brands and seek to become more involved with social causes themselves, King Arthur Flour needed a way to tell the story of its commitment to improving its environmental footprint, supporting community organizations across the country and nurturing a company culture that supports its employee-owners.
King Arthur Flour believes that baked goods and doing good go hand in hand. The Bake for Good initiative encourages people to embrace baking as a way to support a cause, feed the hungry, thank a teacher or share with a neighbor. The Bake for Good campaign invites King Arthur Flour customers to share their bake for good stories through social media in an effort to showcase their efforts and encourage others to do the same.
While the name is new, King Arthur Flour has been living the bake for good initiative for a long time. For more than 20 years, our middle-school program, Bake for Good Kids, has taught over 200,000 students to bake bread–and to share it with those in need. “Learn–bake–share” is the program’s mantra. In support of that cause, schools all around the country have received over 850,000 pounds of donated King Arthur flour, representing over 1.1 million loaves of bread.
Bake for Good is also the umbrella under which King Arthur Flour partners with Cookies for Kids’ Cancer, a non-profit organization raising funds via bake sales for pediatric cancer research, “one cookie at a time.”
The Bake for Good Tour started with a tiny seed of an idea: what if King Arthur Flour could share the company’s love of baking and giving with the nation at large, in the same way it shares it with the local community? Employee-owners regularly team up to prepare meals at the local homeless shelter, and the company's bakery has a long-standing policy of donating day-old bread to food pantries. With a community stretched all across this big country, why not spread the love?
The in-house creative and marketing teams were asked to name and brand the umbrella concept, including logo
design, web design, collateral, and a documentary-style video featuring the Bake for Good Tour. These components were built with the Millennial consumer in mind, given their attraction to socially responsible brands and their propensity to share their brand
experiences through social media.
The Bake for Good initiative builds upon the notion that brands differentiate themselves through the emotional connection they establish with their customers. According to Iconoculture, the global consumer research and advisory firm, these emotional connections are built on a foundation of shared values that extend beyond a specific product category or industry. A 2013 Iconoculture report titled “The Millennial Ties that Bind” notes that Millennials are an action-oriented generation that seeks out authentic brands with purpose-built products and services. The 2013 Iconoculture report also noted the following:
- “75% of Millennials gave to charitable causes in 2011, and they donate just as large a percentage of their income as older, wealthier generations.”
- "Strong sense of individualized interest and thirst for exciting, shareable experiences."
- Craft "participatory and personalized marketing campaigns that foreground their actual experiences..."
As founding B Corporation, a 100% employee-owned company and a long-time supporter of food-related charities across the country, King Arthur Flour is intrinsically
aligned with many of the core values that Millenials and other consumers find important. King Arthur Flour's goal is to continue building on this foundation by using the Bake for Good initiative as a platform to forge an authentic connection with its customers.
The concept’s logo needed to be clean and long lasting for it to work with various programs, and stand the
test of time. Color and type have been used to differentiate the kids’ program from the tour, as well as visually represent the essence of these programs. As trends change, the collateral and web design will be updated, but the logo will remain the same for
continuity and brand recognition. The overall feel of the program is approachable and playful, hallmarked by illustrations, hand-rendered type, and warm, welcoming photography. The design draws people in with beautiful food photography, and offers ideas for
the many ways, big and small, that all of us can bake for good.
The Bake for Good campaign has been transformative for King Arthur Flour, bringing all good works under one name and creating a platform for future philanthropic activities. The campaign highlights the company’s unique place in the world of CPG brands: a company whose employee-owners give back to their communities and encourage others to do the same. The design captures the warmth and goodwill that comes with sharing what you bake with others, and has been introduced into further branding efforts that include Bake for Good messaging.