King Arthur Flour-Living. Breathing. Baking.
Challenge
King Arthur Flour needed to reach a new generation of bakers. After years of collaborating on a series of successful marketing campaigns, the oldest flour company in the US tasked HZ with developing a content experience that would inspire and invite a broad audience to share in the joy of the craft, while speaking with a level of expertise that would not alienate lifelong bakers.
Solution
To help King Arthur Flour connect with foodies, millennials, and casual bakers, HZ created a passion publication that celebrates baking and bakers alike. Before publishing, we spent months exploring different titles, dozens of cover iterations, font and design treatments, and more. Printed publications, like baking, require great precision—even the finest details needed to be perfect. Sift is the culmination of our creative explorations and efforts. It’s subtle, beautiful, and substantive. The result of our dedication, a shared passion, and an exceptionally close client-agency partnership, our work with and alongside the King Arthur Flour team was as seamless as it was successful. The publication touches on how people bake, but puts a far greater emphasis on the why, highlighting the reasons people are drawn to the craft and lifestyle. In its thick, glossy pages, editorial features, recipes, and mouthwatering photography work toward a simple message and a single truth: baking brings people together. More still, it’s just plain fun.
Results
75% Sell-through at Whole Foods Top 5 Best-selling titles Costco, March 2015
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