BITE Insight

You’ve saved the recipe, bought the ingredients, invited people over, turned the radio on and set the lights. You’re trying something new and the setting has to be perfect. But then, like Bridget Jones with the blue string, something goes disastrously, horribly wrong with the food.

It's these fails that Bailey’s, working with VMLY&R have set out to reverse, creating a few handy recipe videos and articles to help. Designed to promote the brand’s new Almande vegan drink, #RecipeUnfudged repositions Bailey’s as a cooking aid rather than simply a celebratory drink.

The social and digital campaign aims to shift the perception of Bailey’s, moving it from the drinks cabinet and into the kitchen. A soggy cake and messy fruit salad can become a delicious trifle when you add a splash of Bailey’s to the mix.

Already known as an indulgent treat, Bailey’s now steps into the larger and ever growing conversation around baking, offering encouragement and inspiration to aspiring chefs and drinks aficionados alike.