100 of the world’s most exciting bakers each submitted a cake recipe. Each one was ranked from Level 1 being the easiest to make, up to Level 100 which is so difficult, it has master bakers quivering in their aprons. We invited people to choose their baking level, step out of their comfort zone and Bake Brave.

The campaign was activated in 19 markets with a global website and social platforms, and local PR activations, blogger outreach, TV partnerships, press and POS. The total reach was 90million.
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