Objective
To promote baking with yeast by motivating consumers to experience the emotional advantages of baking from scratch with yeast-based recipes.

Strategy
To achieve this objective, Delfino Marketing Communications designed a coupon mailer for the 6 X 9 inch Carol Wright national couponing program, a favorite of shoppers for over 40 years. Combining the appeal of saving money with coupon incentives with traditional, family experiences as the motivating factors, the Agency created a coupon mailer with the headline ’Making Bread, Making Memories’. A second, similar coupon mailer timed for the holidays followed, with the headline ’Baking Holiday Memories’.