Baileys "#RecipeUnfudged" by VMLY&R

Baileys is pitching itself as a solution to baking mishaps in the Diageo brand's first campaign since it handed its global digital account to VML, which merged last month with Y&R.

The recipe campaign is inspired by the ongoing popularity of The Great British Bake Off and informed by data and analysis of the behaviour of how people search and seek assistance when baking goes wrong. In honour of the Channel 4 show's first vegan episode, this recipe uses the almond-based Baileys Almande.

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