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 had to find a strategically relevant solution: not simply reminding people about the brand during the campaign period, but integration into the actual Easter preparation journey. Our approach relied on an experimental mechanic, guided by the insight that standard contests with predictable rules had lost their ability to engage users. We offered an unconventional contest format: the main element — the participation hashtag — was hidden as an Easter egg with a secret ingredient inside the brand’s Easter recipe section. This playful mechanic delivered new growth opportunities: users spent more time exploring content, cooking with Dr. Bakers, and sharing their creations. The idea proved effective by combining cultural insight, strong media performance, and a high number of contest entries made with the brand’s products. But even more importantly, users discovered Dr. Bakers’ Easter egg — that the true secret ingredient of every baker is #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