BILLINGTON’S
BAKEFACE

CHALLENGE

Unlike other sugars, Billington's lock in rather than refine out the natural molasses of the sugar cane so every bake created is left with a richer deeper flavour. How can we highlight this superior taste quality in a fun, memorable way?

IDEA

We created 'The Billington's Bake Face' - The magnificent uncontrollable side-effect of baking with Billington’s. We asked consumers to cook up some brilliant baking creations using Billington's sugar and capture the reactions of those who taste them. They simply had to socially share the results for the chance to win personalised baking goodies, such as KitchenAid food mixers, aprons and recipe folders.