Baking Mad for Associated British Foods/British Sugar - Best Use Shopper Winner - Kyan - The Independent Agency Awards 2021

Campaign Summary:

For the Baking Mad campaign, Kyan completely overhauled their client’s online presence, elevating the brand to compete directly with others in the online baking market. With the country in lockdown and home baking soaring, Kyan formed a clear plan to redesign the website which showed the brand in a brighter light, while remaining familiar to existing users. Kyan’s design team introduced a new vibrant colour palette and visual language that redefined their voice as ‘Celebrating the baker in
everyone’. The site’s updated brand and beautiful user-focused design has made a fundamental difference to its popularity. The campaign saw an impressive 290% increase in engagement and a huge 96% increase in average session duration.

- Kyan​