Baker’s Secret TVC Shows It Pays To Have Sticky Fingers In The Kitchen

Baker’s Secret TVC Shows It Pays To Have Sticky Fingers In The Kitchen

World Kitchen (Australia) Pty Ltd has launched an endearing TVC for their Baker’s Secret brand, aimed at bringing the love back into baking.

Baking can be competitive, particularly in social circumstances. The bake-off, cupcake charity drives, morning tea fundraisers. Each occasion quite daunting, as we publicly judge each others’ work. Despite all this social one-upmanship, at the end of the day the people we really want to impress are not in the office, at school, or at the local football club, but rather the people we love the most…. our family.

Michael and his sticky fingers share the secret to loving baking.

Posted by Baker’s Secret Australia on Tuesday, 8 March 2016

Sydney agency Drifter worked with World Kitchen to create cheeky yet loveable character Michael, quick as a flash in the kitchen and a true baking aficionado.

Nicki Geddes, marketing manager at World Kitchen, said ‘At the heart of baking is a desire to share something special with those you love, and our range of products make a sometimes daunting process that little bit easier.’

Josh Hunt, creative director at Drifter added ‘I have pinched the odd cupcake in my time and I do think kitchen theft is the highest form of flattery, I just wish I was this quick off the mark.’

The TVC will run on lifestyle programming on Channel 10, as well as digital properties TenPlay and premium video seeding.


World Kitchen

Managing Director: Kylie McKinnon

Marketing Manager: Nicki Geddes

Brand Manager: Lexie FeherLangley


Creative Director: Joshua Hunt

Planning Director: Bonnie MacTavish

Executive Producer: Christine Sultana

Producer: Vianne Treliving

Directors: Max Nolan + Dallas Maurer

Edit + Design: Dallas Maurer

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