Challenge

SuperBrugsen wanted to get Danish families excited about baking together in the Autumn holidays via a free recipe book for kids and an organic yeast give-away for their loyal members.

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Solution

To create awareness about SuperBrugsen's baking offer, we needed a creative hook. Parents pretty much always compliment what their kids create for them, even when it's something really bad. So we decided to test just how 'unconditional' their love really is. In collaboration with some cheeky kids and Pernille Morthensen (runner up in Denmark's Big Bake-off) we made a batch of great-looking, but almost inedible, baked goods (imagine 'Liver, chili and chocolate cake' or 'Garlic & Blue Cheese cinamon buns'), and proudly served them to some unsuspecting parents. Their reactions are priceless. Go parents!

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Result

With almost 750 000 views and over 3500 reactions, we instigated quite a discussion online about good parenting and how and when to praise your kids ... but most viewers just piled on the LOL emoji's and shared it with family and friends. It seems the true insight resonnated well with family-loving Danes and many joked about their own real-life baking 'experiences'.

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