1stAveMachine Honors Bakers in Heartwarming Campaign For Newly Rebranded King Arthur Baking Company

Storytelling production company 1stAveMachine partners with NYC-based agency DCX Growth Accelerator to launch a heartwarming campaign for King Arthur Baking Company.

Helmed by Director Tomi Dieguez (of 1stAveMachine Buenos Aires), the campaign, entitled “The Power of Baking”, spotlights real-life bakers making personal recipes alongside their families and loved ones from the comforts of their own kitchens. The narrative and visuals are elevated by the soulful “Rise Again”, an original song about finding perseverance during these uncertain times. “The idea was to bring a glimpse of unity and hope to the screen by portraying authentic, legitimate bakers with profound heritages behind their passion for turning dough into bread and pastry dishes”, says Dieguez. “What they bake is actually a vivid representation of their family traditions, where they come from, and what they can make out of it. That’s what this campaign humbly aspires to be: a mix of cultures from America’s bakers today.”

The piece marks King Arthur Baking Company’s first campaign since its rebrand. The content will run across broadcast television, digital, and social media (Facebook, Instagram, and Pinterest) mediums along with outdoor (Boston, Seattle, Austin, and Denver) and podcast promotions. Following the campaign, a new line of products are slated to roll out during the fall season including Keto Wheat Flour Blend, Organic Rye Flour, ‘00’ Pizza Flour, Baking Sugar Alternative, and Single Serve (Confetti Cake and Chocolate Cake with Salted Caramel).

“With DCX and King Arthur Baking Company, there was no agency-side or client-side. We were all working on the same team. During our early conversations, we talked a lot about how we were going to cut stylish transitions between the different kitchens, but, as we got deeper into the artistic and technical processes, the authenticity of our characters just took over the scenes, and, at some point, we chose raw and powerful emotions over style. It felt more respectful to the stories we were telling and I just love the way everything came out.”

According to DCX Growth Accelerator Chief Strategy and Creative Officer Doug Cameron, “Even prior to COVID-19, our consumer research showed that baking was being used as a powerful form of self-care, a way to reduce stress and anxiety.  But as 2020 has progressed, baking has become iconic for its therapeutic value. It’s meditative, unlocks creativity, and encourages sharing. We wanted this campaign to acknowledge what the majority of Americans are feeling — that things are not easy right now — while asserting that there is light at the end of the tunnel.  The spot, especially the song, aims to speak to individuals lifting their spirits through baking, as well as to the broader societal hope amongst Americans that we will rise together as a people.”

King Arthur Baking Company VP of Marketing Bill Tine adds, “The campaign demonstrates the power of baking to bring us together, which is at the heart of our company identity. As an employee-owned, B Corp, our mission is to inspire connections and community by spreading the joy of baking.”


Agency: DCX Growth Accelerator
Chief Creative Officer: Doug Cameron
Executive Creative Director: Tommy Noonan
Art Director / Designer: Alistair Chew
Copywriter: Chas Bayfield
VP Strategy: Laurent Bouaziz
Executive Producer: Aymi Beltramo
Account Director: Ashley Bouldin
Account Executive: Krysten Krulik

Production Company: 1stAveMachine
Director: Thomas Dieguez
Executive Producer: Peter Repplier

Editorial: Cabin Edit
Editors: Randy Baublis
Assistant Editor: Nick Deliberto
Offline Producer: Katy Lester
Offline Executive Producer: Adam Becht
Offline Partner/ Executive Producer: Carr Schilling

Visual Effects Company: Shape + Light
VFX Executive Producer: Cara Lehr
VFX Senior Producer: Arielle Weir
Creative Director/Senior Flame Artist: Rob Trent
Flame Assistant: Austin Lewis

Color: CO3 LA
Colorist: Stefan Sonnenfeld
Color Producer: Matt Moran
Color Executive Producer: Ashley McKim

Mix Company: Lime Studios
Re-recording Mixer: Matt Miller
Assistant Mixer: Ian Connie
Mix Executive Producer: Susie Boyajan
Music Producer: Patrick Oliver (Pretty Good Songs)
Song Written and Produced by: Alana Da Fonseca and Bobby Studley
Song Performed by: Ashley Nguyen DeWitt
Song: “Rise Again”


About 1stAveMachine:

1stAveMachine is a mixed media production company and storytelling outfit. They create video, digital, and experimental content for TV, print, web, and mobile, all with a unified singular vision. They have won numerous awards since their formation, including Gold, Silver, and Bronze Cannes Lions, AICP, One Show, and ANDY awards, and many others. Their work has been featured across the globe and during the Super Bowl, and their division 1stAve Content has been instrumental in pairing the perfect influencers and creators with agencies and brands