Mint and Hershey’s Chipits Campaign Encourages People to 'Fake It ‘Til You Bake It'

Over the last few months, Mint has worked with HERSHEY’S CHIPITS on their ‘Fake it ‘til you Bake it’ campaign which encourages occasional bakers to embrace the skills they have, showing that no matter what happens in the kitchen, the final product will always be delicious when HERSHEY’S CHIPITS is involved. 

A lot of Canadians started baking during the pandemic; and while the baking process can be a bit daunting, especially for someone who doesn't bake often, “We created a campaign that speaks directly to occasional bakers, acknowledging the questions that may arise and celebrating the enjoyment of the final baked good” said Cerella Zhao, associate marketing manager, Hershey Canada. 

“Should you have to be a baking pro to start baking and enjoy a treat? For HERSHEY’S CHIPITS, the answer is an unequivocal no. So, we launched Fake it ‘til you Bake it, a campaign dedicated to occasional bakers, encouraging them to fake it when they need to and trusting HERSHEY’S CHIPITS to make the recipe delicious” says Mint’s creative director, Laura Rothstein.

The campaign, which is in market from September to December, features two spots showcasing occasional bakers who hit a bump in the road, but find a solution by pouring the bag of HERSHEY’S CHIPITS into their recipe resulting in a delicious baked good. The campaign is amplified through OLV, social, Pinterest, and Display placements.