This March will mark the official launch of the Yellow Pages and White Pages 2017 Covers program in regional markets, with the release of an Ode to Baking film produced in partnership with the County Women’s Association (CWA), Yellow Pages and White Pages.
Inspired by the joy in taking a variety of ingredients and turning them into something decadent, the film captures a montage of Australians in their kitchens; baking, eating and sharing their love of delicious baked treats.
From a grandmother to a man, a parent and their children; we see happy faces in the kitchen sifting, cracking, pouring, mixing and most importantly tasting some of the country’s favourite recipes. For the duration of the film a narrator proclaims the Ode to Baking and starts and concludes with asking the nation “How do you bake?”
The film features as part of an integrated marketing campaign which brings to life the 2017 Covers program concept of Australia’s Undiscovered Baking Legends. A partnership between the directories and the country’s largest women’s volunteer organisation, the CWA, has allowed the brands to seek out and hero the nation’s best bakers via front cover exposure on all 63 versions of the directories delivered nationwide.
Talking about the campaign, Yellow Pages brand and marketing manager, Erin Williamson said, “We are enormously proud to partner with the Country Women’s Association for this year’s Yellow Pages and White Pages Covers program.
“We share a common goal of helping, supporting and connecting the community with the things that matter. We also have a mutual love of food and the idea of baking is synonymous with comfort and happiness. This film, we hope, shows the effects of this and we’re excited to unveil it to the public.
“The film was originally developed as social content to launch the campaign, however upon seeing the strong production value, we opted to cut the film into six 30-second localised TVCs for key markets with the aim of celebrating the comfort and pleasure the nation experiences when baking,” said Ms Williamson.
Starting on 10 March, the TVC will be aired on free-to-air stations in New South Wales and Queensland.
- Creative and production: Haystac Content
- Media: Quattro
- Digital and Content Marketing: Haystac / Sensis
- Campaign creative and PR: Haystac