Seasonal Content Reached 2.35% Engagement Rate and 1.56M Views

Bakers Delight

The Business Challenge

Bakers Delight wanted to raise awareness of its seasonal and fresh product range by engaging creators to connect with families across key moments like Christmas, Back-to-School, and Easter.

The goal was to highlight how Bakers Delight fits naturally into Aussie routines, from school lunches to festive gatherings, and to keep the brand front of mind during key shopping periods.

The Insight

Seasonal moments present a unique opportunity for brands to drive relevance through creator storytelling that feels authentic and timely.

For Bakers Delight, the opportunity was to connect its fresh products with creators who could share their own personal rituals and show how the brand is part of those small but meaningful moments throughout the year.

The Execution

Fabulate partnered Bakers Delight with eight creators who produced relatable and engaging content that showcased the joy of freshly baked favourites across different seasons.

Creators shared real stories about how Bakers Delight fits into their daily lives, whether it was packing school lunches or adding something special to family gatherings. The content was designed to feel organic and in tune with the moments that matter most to audiences.

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‍The Results

• • 1.56 million total views, driving strong awareness
  • 1.26 million reach, connecting with audiences nationwide
  • Over 46K likes, sparking community engagement
  • 2.35% average engagement rate, more than double the benchmark for branded content

The campaign outperformed industry averages and reinforced the power of creator partnerships to drive authentic engagement and product consideration during key retail periods.