Description

Consumer habits are shifting: Russians are cooking at home less and less, especially complex baked goods. For Dr. Bakers, a leading baking ingredients producer, this meant exploring new digital opportunities and creating a project that could both spark interest in baking and strengthen emotional ties with the brand.

Easter is one of the few holidays in Russia where homemade baked goods remain family tradition. In 2025, it became the cultural moment to act.
Instead of straightforward mechanics, we created a one-of-a-kind digital special project: an SMM photo contest where the key entry element — the hashtag — was not given upfront but hidden on the brand’s website. It required to find an Easter egg with a “secret ingredient” inside the Easter recipes thus spending meaningful time with the brand content and turning discovery into immersive experience. This approach positioned the website not as a recipe archive but as an interactive media channel, blending digital playful action with tradition.

The project exceeded expectations: over 15 000 000 OTS, a threefold increase in website traffic during Easter (304 581 visits in 2025 versus 114 445 in 2024, Yandex.Metrics), and more than 400 user-generated Easter dishes prepared with Dr. Bakers’ products and the ultimate secret ingredient — #LoveInside.

Credits

Luzina Ekaterina - Client Service Director
Ivanov Aleksey - Senior Account Manager
Elizaveta Klok - Senior Account Manager
Koroleva Maria - Head of Influence Marketing
Lebedev Eduard - Creative Director
Kuzin Nikita - Creator
Muminova Olga - Art Director

Bragina Anastasia - Dr. Bakers Marketing Director
Stepanova Maria - Dr. Bakers Marketing communication Manager
Aleksey Surin - Dr. Bakers Social Media Brand Promotion Manager