In order to inspire women to bake on the weekends we created ten episodes of “Sweet Rivalry”, each episode premiered every Saturday. Every episode had two contestants that included family members or friends who competed to show off their baking skills, celebrities would then judge the cakes and decide on a winner.

The programme was supported with teasers which aired on public transport, product placement was used in breakfast TV and on digital via YouTube pre-roll, Facebook and display campaign. Recipe content was generated through the programme which was available on Kasia’s digital channels.

The program was a success, we met all planned media goals. The presence of Kasia in Sweet Rivalry generated sales effect among viewers, which were especially visible among non and light buyers. Kasia purchases increased by 33% and the number of buyers grew by 24%. The buyers who watched the show spent 29.5% more on Kasia than before.