NAPERVILLE, Ill.--(BUSINESS WIRE)--Wilton, a leader in baking and decorating, debuted its first advertising campaign today, marking a significant milestone in the brand’s ongoing evolution. The campaign, entitled “The Wonderful World of Wilton” is a vibrant celebration of the joy and creativity found in baking and decorating and dares bakers of all skill levels to explore their creative potential with Wilton’s extensive range of products. This campaign underscores Wilton's commitment to promoting the benefits of home baking and decorating and marks an exciting new chapter in its legacy of education and inspiration.
"Wilton prides itself on being more than a brand; we celebrate and foster a passionate community that thrives on creativity and the shared joy of baking and decorating," said Shanta McGahey, Wilton’s Director of Masterbrand and Community. "This campaign is designed to remind consumers of the joyful side of baking while daring them to embrace their creativity and bake and decorate more often. We believe that inspiring joy for making, creating and sharing leads to sweeter moments.”
“The Wonderful World of Wilton” campaign will be showcased across multiple platforms, including streaming TV, social media, retail media and in-store promotions, ensuring a wide reach and engagement with both new audiences and existing fans.
The integrated digital campaign is dovetailed with a bold and vibrant new look for the 95-year-old brand. As a reflection of their ongoing commitment to innovation, quality and community, Wilton also debuted an updated logo that represents a modern take on tradition and pays homage to its rich history. A new hand-piped logo featuring Wilton’s establishment in 1929 and a vibrant palette of colors will be on display on store shelves this year as the entire line of bakeware and treat decorating products receives new packaging.
Dilip Massarenti, Wilton Vice President of Marketing, added, "Our strategic vision is to reaffirm Wilton’s position as a leader in the industry. By focusing on the joy of baking, decorating and the end result, rather than the barriers to start the journey, we intend to inspire a new generation of bakers and decorators."
Wilton invites everyone to join in this exciting journey of baking exploration and creativity. As the campaign rolls out, it promises to deliver not just inspiration but also the tools and support needed to make baking an accessible and joyful experience with both new audiences and existing fans.
See the campaign on YouTube and Wilton’s social channels at @WiltonCakes or visit wilton.com to access a wealth of recipes, resources, and inspiration.
About Wilton
Since 1929, Wilton has been a pioneer in baking, decorating, and education with a commitment to making baking and decorating accessible and enjoyable for all. Today, Wilton continues to champion adding sparkle and fun to any occasion with an array of renowned baking and decorating products in over 105 countries and skill-building classes at the Wilton Sweet Studio. From avid bakers to novice beginners, Wilton's expansive product line and expert guidance are designed to help create sweeter moments. Be inspired at www.wilton.com.
