Life is What You Bake it

A new campaign for Silver Spoon, a brand that’s in almost half of all UK kitchen cupboards, launches this week, designed to inspire Britain to create more moments of baking joy. Delivered across TV, Digital and OOH, creative studio Ourselves has focused on celebrating and showcasing the many moments of joy that baking brings, creating an uplifting message that is brought to life with the line, ‘Life is what you bake it.’

Centred around a handed-down Victoria sponge recipe, the campaign tells a story through time, and the hero film ‘Victoria’s Sponge’ depicts the baking of one cake recipe across 50 years.

The advert begins with a young girl, Victoria, learning to bake with her mother. Victoria’s story is followed through three generations of lively kitchen scenes, backed by a remake of the classic Kinks track, “Victoria.” Victoria grows into a young woman who develops a passion for baking and showcases the many moments of baking joy throughout her life, including as a mother and
grandmother. The fashions and occasions may change across the decades, but the joy of baking remains a constant, joyful hobby and, in time family bond.

The new campaign accompanies the redesign of the Silver Spoon packaging that landed in-store earlier this year. Heritage packaging designs also make a cameo appearance in the campaign, as the creative team delved through the archives to uncover previous designs.

The film spot was directed by Abel Rubenstein whose Life In Love series is currently airing on ITV, and will run alongside OOH. The OOH creative features the same cast of characters, pictured next to copy lines that sum up the powerful memories created by afternoons spent baking in the kitchen. Licking the spoon is described as “Still the best bit,” while other lines share the treasured moments built around baking with Silver Spoon: “When it rained, we poured,” “One day he’ll ask for the recipe,” and “Just like my mum used to make.”