Bonjour | KITCO

There was already a lot of messaging across the competitive landscape that focused on the product be it the ingredients, flavors, quality, and shelf-life, all of which fall flat against the kind of awareness we needed to build into this campaign. So we chose to focus on one core USP – KITCO Bonjour products are #BakedRight. To launch this messaging strategy we needed a narrative worthy of its claim. Luckily the context of news that was being questioned for being fake or stories that were half-baked in the world today provided the perfect platform.