Canteen bakes up whimsical campaign for Wilton

Wilton Canteen

Tabletop studio, Canteen, has released a groundbreaking campaign for Wilton, marking a milestone as the baking brand’s first-ever commercial campaign in its 95-year history. The project aims to celebrate Wilton’s loyal customer base while captivating a new generation of bakers with a fresh, creative approach.

The campaign, directed by food visualiser and director David Ma, who is known for being one of AdWeek’s Top 100 Creatives of 2021, includes a 30-second spot, a 15-second spot, and two 6-second ads. It showcases a blend of innovation, artistry, and storytelling, bringing the magic of Wilton to life.

Working with Wilton’s AOR, Merge, out of their Chicago and Kansas City offices, the Canteen team brought together top talents to execute the seven vignettes that appear in the spot, including cake artist Justin Salinas, who made his stamp on Netflix’s Is it Cake?, and a competitive roller skater to ice a disco ball cake with some extra flair. The campaign is also rich with special effects, including multiple sprinkle cannons and a life-size pool rig that ripples with waves of sprinkles.

The north star for the campaign was demonstrating the magic of Wilton, “where anything is possible”. In addition to the many practical special effects, the spot also features several VFX scenes, executed by the team at House Special. The post crew turned pop tarts into cookie monsters and created a larger-than-life monster, with a T-rex shadow that takes some junior bakers by surprise.

These fantastical elements add a touch of enchantment, making the campaign both relatable and unforgettable. Watch below:



“It truly was a team effort,” said Elyse Sara, Executive Producer at Canteen. “We brought together the A-team from every stretch of the industry to create a feeling of whimsy and enchantment for the Wilton brand that resonates with so many customers, both old and new.”

This collaborative effort has resulted in a vibrant, magical campaign that honors Wilton’s rich history and invites a new wave of bakers to explore the brand’s creative possibilities.

CREDITS:

BRAND: Wilton

  • Dilip Massarento: VP, Marketing
  • Shanta McGahey: Director, Master Brand & Community
  • Kirsten Agnello Dean: Manager, Master Brand & Community

AGENCY: MERGE

  • Kevin Sheehan: SVP Group Creative Leader
  • Alissa Tulacro: Associate Creative Director
  • Maggie Acker: Senior Art Director
  • Toby Smaller: EVP, Client Services
  • Jami Gettings: Agency Producer

PRODUCTION COMPANY: Canteen

  • David Ma: Director
  • Elyse Sara: Executive Producer
  • Erik Dettle: Canteen Partner
  • Beth Holmes: Casting Director
  • Rob Witt: Director of Photography
  • Nick Ostrovsky: Gaffer
  • Maxwell Newton-Smith: Production Designer
  • Maya Bookbinder: Food Stylist
  • Justin Salinas: Cake Stylist
  • Craig Osler: SFX Stylist
  • Lucy Warren: Wardrobe Stylist
  • Erica Davidson: Hair & Makeup Stylist

EDIT: House Special

  • Julie Ragland: Executive Producer
  • Karly Richter: Senior Producer
  • Cam Williams: Senior Editor
  • John Corbett: Senior Compositor

MUSIC: The Post Crew

  • Roman Zeitlin: Original Music and Mix
  • Stephanie Norris : Executive Producer

Doritos chooses 25 semifinalists to “Crash the Super Bowl” But are they any good?


Wilton Canteen

Tabletop studio, Canteen, has released a groundbreaking campaign for Wilton, marking a milestone as the baking brand’s first-ever commercial campaign in its 95-year history. The project aims to celebrate Wilton’s loyal customer base while captivating a new generation of bakers with a fresh, creative approach.

The campaign, directed by food visualiser and director David Ma, who is known for being one of AdWeek’s Top 100 Creatives of 2021, includes a 30-second spot, a 15-second spot, and two 6-second ads. It showcases a blend of innovation, artistry, and storytelling, bringing the magic of Wilton to life.

Working with Wilton’s AOR, Merge, out of their Chicago and Kansas City offices, the Canteen team brought together top talents to execute the seven vignettes that appear in the spot, including cake artist Justin Salinas, who made his stamp on Netflix’s Is it Cake?, and a competitive roller skater to ice a disco ball cake with some extra flair. The campaign is also rich with special effects, including multiple sprinkle cannons and a life-size pool rig that ripples with waves of sprinkles.

The north star for the campaign was demonstrating the magic of Wilton, “where anything is possible”. In addition to the many practical special effects, the spot also features several VFX scenes, executed by the team at House Special. The post crew turned pop tarts into cookie monsters and created a larger-than-life monster, with a T-rex shadow that takes some junior bakers by surprise.

These fantastical elements add a touch of enchantment, making the campaign both relatable and unforgettable. Watch below:



“It truly was a team effort,” said Elyse Sara, Executive Producer at Canteen. “We brought together the A-team from every stretch of the industry to create a feeling of whimsy and enchantment for the Wilton brand that resonates with so many customers, both old and new.”

This collaborative effort has resulted in a vibrant, magical campaign that honors Wilton’s rich history and invites a new wave of bakers to explore the brand’s creative possibilities.

CREDITS:

BRAND: Wilton

  • Dilip Massarento: VP, Marketing
  • Shanta McGahey: Director, Master Brand & Community
  • Kirsten Agnello Dean: Manager, Master Brand & Community

AGENCY: MERGE

  • Kevin Sheehan: SVP Group Creative Leader
  • Alissa Tulacro: Associate Creative Director
  • Maggie Acker: Senior Art Director
  • Toby Smaller: EVP, Client Services
  • Jami Gettings: Agency Producer

PRODUCTION COMPANY: Canteen

  • David Ma: Director
  • Elyse Sara: Executive Producer
  • Erik Dettle: Canteen Partner
  • Beth Holmes: Casting Director
  • Rob Witt: Director of Photography
  • Nick Ostrovsky: Gaffer
  • Maxwell Newton-Smith: Production Designer
  • Maya Bookbinder: Food Stylist
  • Justin Salinas: Cake Stylist
  • Craig Osler: SFX Stylist
  • Lucy Warren: Wardrobe Stylist
  • Erica Davidson: Hair & Makeup Stylist

EDIT: House Special

  • Julie Ragland: Executive Producer
  • Karly Richter: Senior Producer
  • Cam Williams: Senior Editor
  • John Corbett: Senior Compositor

MUSIC: The Post Crew

  • Roman Zeitlin: Original Music and Mix
  • Stephanie Norris : Executive Producer

Doritos chooses 25 semifinalists to “Crash the Super Bowl” But are they any good?