Country Crock® Sets Out to Show That So Much Good Happens When We Bake

Country Crock® celebrates the holiday season with new documentary-style video and invites families nationwide to share their baking stories online

News provided by

Unilever United States

Dec 23, 2014, 03:20 ET

ENGLEWOOD CLIFFS, N.J., Dec. 23, 2014 /PRNewswire/ -- During this holiday season when cooking and baking are at an all-time high, Country Crock® Spread is setting out to raise awareness of how the simple act of baking together is about so much more than just making sweet treats; it's an opportunity for moms to pass along the values that are important to them, such as patience, togetherness and sharing.

The Unilever spreads brand partnered with agency Story Worldwide to create the heartfelt "When We Bake" campaign, which is centered on celebrating families who are striving to take the time to connect to one another in today's busy world and hold on to the traditions and values that help shape who they are.

"We wanted to change the perception of baking as something more than just the output," says Benjamin Crook, marketing director of Country Crock Spread at Unilever. "We, and our Country Crock moms, believe that time spent baking truly is an organic way of imparting what's important – the values you want to impart on your children. Our new campaign elevates the task of baking to so much more, especially during the holiday season when we know families are spending more time together in the kitchen. The truth that 'so much good happens when we bake' is something we want to keep sharing with consumers."

The campaign launched in early December with a casting call to families in Ohio – America's heartland – to share their personal stories about why they bake together. The Country Crock brand then produced a short documentary-style film focused on the family who already appreciated the good that can come from baking.

"We set out to find a family whose daily life already captured all the things we knew to be true about what happens when families spend time together in the kitchen," says Heidi Waldusky, executive creative director of Story Worldwide. "We didn't want to manufacture a story; we wanted to shine a light on a real one. It's what our consumers deserve and a reflection of what a beloved brand like Country Crock stands for."

The local Ohio family, Ralph and Holly Hicks along with their three children, were selected based on their personal and inspiring story about what baking meant to them.

"My mother passed down so many lessons and memories in the kitchen, and now I want to take the same approach with my children," said Mrs. Hicks. "I once heard that to a child, love is spelt T-I-M-E, so to me, baking is not just about the final product, but spending time together and sharing values. Baking brings us together and strengthens our family."

Using the hashtag #WhenWeBake, consumers can share their family baking moments with Country Crock on the brand social channels, and images and stories may be featured on the Country Crock Facebook page and website.

As the go-to ingredient for making the very best cookies, mashed potatoes and casseroles, baking has long been at the core of the Country Crock brand. In addition to baking, Country Crock can be used in a variety of ways in the kitchen including cooking, sauteing, spreading and topping favorite dishes. Country Crock offers the creamy and delicious taste the whole family loves but with fewer calories than butter.

Country Crock soft spreads, with 70% less saturated fat and 30% fewer calories than butter, provide country-fresh taste and a better nutrition choice for families. Every tub contains 0g Trans-fat per serving and no partially hydrogenated oils. Country Crock Original Spread contains 60 calories, 7g fat and 2g saturated fat per serving. Butter contains 100 calories and 11g total fat (7g saturated fat) per serving.

For more information about Country Crock, visit www.countrycrock.com. Consumers can also, join the conversation online using the hashtag #WhenWeBake on www.facebook.com/CountryCrock, www.twitter.com/CountryCrock or www.pinterest.com/CountryCrock.

About Unilever United States, Inc.
Unilever is one of the world's leading suppliers of Food, Home and Personal Care products with sales in more than 190 countries. Working to create a better future every day, we help people feel good, look good and get more out of life. In the United States and Canada, the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry's, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Fruttare, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Simple, St. Ives, Suave, TIGI, TONI&GUY Hair Meet Wardrobe, TRESemme and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.

Our ambition is to double the size of our business, while reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well-being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals, we have defined seven pillars, underpinned by targets encompassing social, environmental and economic areas. See more on the Unilever Sustainable Living Plan at www.unileverusa.com/sustainable-living/ or www.unilever.ca/sustainable-living/.

Unilever employs approximately 11,500 people across North America – generating more than $10 billion in sales in 2013. For more information, visit www.unileverusa.com or www.unilever.ca.

About Story Worldwide
Story Worldwide is the world's first content advertising agency, creating narrative-driven brand journeys that unfold in every form from digital to film and across every media platform from TV to Vine. Story is a pioneer in discovering a brand's core story, establishing a brand's "authority to publish" and guiding social conversations. Making optimal use of paid and earned media to support brand initiatives, Story consistently produces industry-leading results with extremely high ROI. With offices in New York and Seattle, Story has been celebrated with almost every industry award acknowledging creativity, innovation and effectiveness. In the past two years Story has lured top creative talent while more than doubling its client base, which now features major global brands across all categories, including several Unilever food and personal care brands, Lexus, the RCI division of Wyndham Worldwide, Google, SEI, Purdue, ARRIS, Beech-Nut Nutrition, FX Networks and more.

For more information or product images, please contact:
Heather Johnson
Golin on behalf of Unilever
(312) 729-4326, [email protected]
© 2014 Unilever

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SOURCE Unilever United States