Challenge: Develop a content experience to expand brand awareness, inspire and attract a younger audience of bakers to the brand, and provide ROI rationale to revitalize existing recipes and baking content.

Solution: Sift, a special interest publication, was the culmination of creative exploration to curate an immersive experience that invites bakers to indulge in their love of the craft. It’s subtle, beautiful, and substantive, and the result of an exceptionally close client-agency partnership. The publication goes beyond recipes (though there are 50+ in each issue), to the reasons people are drawn to the craft and lifestyle. Its thick, glossy pages, editorial features, recipes, and mouthwatering photography all work toward a simple message and a single truth: baking brings people together.

Agency: HZDG
Photography: Erica Allen, John Davidson, Kristin Teig, Mark Weinberg
Food Styling: Liz Neily, Erin Jeanne McDowell
Illustration: Conrad Garner