Dr. Oetker - Bakken met Bizzey

Baking is a celebration and brings people together. Almost everyone bakes for someone else: for a birthday or for a treat. But what if you have to miss that party? 150,000 children in the Netherlands cannot have a treat on their birthday (Source: Stichting Jarige Job). This insight became the foundation for a media strategy that linked baking as a social and celebratory activity to social impact.

What began as a briefing for a product-focused campaign grew into a mission-driven strategy with #BakTheDifference. This aligned seamlessly with the core values of Dr. Oetker, a family-owned company that has been involved with families and children for generations. By linking baking to the mission to help more children celebrate their birthday, it became a collective action in which everyone could contribute, because every child deserves a birthday.

The collaboration with Bizzey was a conscious choice. Known as a tough rapper, but what few people know: on Wednesdays he bakes at home with his kids. Precisely this contrast made him the ideal ambassador: surprising and authentic. His role ensured that the message fitted perfectly with the theme and built a bridge between Dr. Oetker, Stichting Jarige Job and the target group.

The media strategy was set up as a full-funnel approach, from awareness to activation. Talpa Network provided awareness through Radio538, SkyRadio and pre-rolls. LINDA. offered depth and emotion with the three-part video series, J/M Ouders made the campaign relevant for parents. Influencers and friends of Bizzey activated their followers with #BakHetVetverschil as a call-to-action. On the store floor at Albert Heijn, the campaign became visible on the shelf and QR codes for direct donations.

By using content as the driving force, baking became not only visible, but also tangible. Through a clever multi-channel approach, not only engagement was stimulated, but the target audience was actually prompted to take action.

Social impact became leading and thus a collective action was created in which baking was not only about ingredients, but above all about doing something for someone else.

With #BakHetVerschil, together we not only created awareness, but also actually made birthdays possible for children who would otherwise be forgotten. This project proves that brands, media and civil society organizations can do more together than just campaigning - we can make real change.

The impact of Bakken met Bizzey was investigated via a 0 and 1 measurement among parents with children (4-14 years old).

Primary: Creating awareness from Dr.Oetker for the mission of Stichting Jarige Job: giving as many children as possible a festive birthday.

It was clear to 81% of the target group that Dr.Oetker contributes to the mission of Stichting Jarige Job. 65% said the campaign gave them new information.

Secondary: Baking with Dr. Oetker for charity to raise money for Stichting Jarige Job so more children can celebrate a birthday.

49% of the target audience knows that Dr.Oetker supports Stichting Jarige Job by donating money with every baking product sold. The campaign made it possible for Stichting Jarige Job to give 735 children an unforgettable birthday with the proceeds.