Easter Egg for Easter

Consumer habits are shifting: Russians are cooking at home less and less, especially complex baked goods. For Dr. Bakers, a manufacturer of baking ingredients, this challenge means seeking new growth drivers and testing innovative ways to connect with its audience.

Проблема

Easter represents a unique opportunity for Dr. Bakers to engage consumers in the category and remind them of the brand and its products, as it is one of the few holidays in Russia when homemade baked goods are still a tradition at the family table. The communication objective was to design a campaign that would seamlessly fit into the seasonal cultural context and inspire people to cook Easter dishes with Dr. Bakers. The media objective was to drive traffic to the brand’s website, specifically to the Easter recipes section.

Решение

We set out to build a strategy where Dr. Bakers would not just appear in front of consumers but integrate naturally into their digital journey, where the website was to act as the main channel of engagement, not a static recipe archive. The core insight: conventional contests with straightforward rules no longer hold users’ attention. Our solution was to flip the mechanics — hiding the essential contest element at the touchpoint, where deep engagement was needed. Instead of using standard mechanics, we chose an experiment — an SMM photo contest without its main element: the participation hashtag. It was hidden as an Easter egg with a “secret ingredient” among the brand’s Easter recipes. Users had to search through the content, extending time on site and strengthening brand connection. Thus the website became an interactive media channel, while the search itself turned into a playful brand experience. This unconventional media approach proved highly effective: it drove an increase in website traffic and generated lots of contest submissions made with Dr. Bakers’ products and the one ingredient that matters most — #LoveInside.

Результаты

400+ contest entries received /// >15 000 000 OTS /// x3 website visits during Easter (304 581 website visits in 2025 versus 114 445 website visits in 2024) according to Yandex.Metrics