Bake Outside the Lines

Papa Murphy’s - Bake Outside the Lines

2022

Papa Murphy’s ‘Bake Outside the Lines’ program tapped into the key difference of Take ‘n’ Bake - that with fresh, raw ingredients you can create anything. We used digital, social, paid media and PR to entice consumers to enter their hack idea with UGC, and later let the public vote for their favorites to win $25K. This program exploded with our target audience and gave our clients a whole new library of content and culinary opportunities with the thousands of recipe submissions, eventually making hacks a staple part of Papa Murphy’s brand.

I served as primary art director for the program, establishing a 5-part microsite and creative assets for both social and paid media, based on a look-and-feel of scattered ingredients and both raw and cooked inspiration.