Robin Hood pop-up bakeshop fetes 100 years of flour

Canada's staple flour brand cooks up a fun, bake-it-yourself retail experience for families to celebrate its centennial.

Moosejaw, SK-born flour brand Robin Hood is celebrating its centennial by inviting Canadian baking enthusiasts to take part in an interactive retail experience  called Bake, Batter and Roll.

The pop-up bakeshop, conceived and designed by Toronto-based Ogilvy and executed by Ogilvy Action, launched Nov. 1 at a location on Toronto’s Eglinton Avenue. The interior features icing-covered goodies that decorate the walls, a giant pink rolling-pin-shaped table that serves as the main baking hub and appliances donated by Frigidaire.

Visitors can choose from six different recipes – including Baby Bird Cupcakes, Bug Collection Cookies and Caterpillar Cupcakes – to bake and decorate on site and then take home to enjoy. For those whose cooking clout leaves something to be desired, baking assistants are available at the store to help out. Visits to the shop, which is open until the end of the month, are free but are by appointment only.

‘The benefit of an experience-based ad idea is that it provides hands-on learning and enjoyment,’ Danielle Rudra, director of marketing, baking & frozen, Smucker’s Foods of Canada, tells MiC. ‘In the case of Bake, Batter and Roll, we [were] providing an interactive and fun way for parents and children to celebrate in the 100th Anniversary of Robin Hood flour, while at the same time [creating] memorable family moments.’

Western Canadians will also have the chance to test their baking skills as mobile Bake, Batter and Roll stations will stop at shopping centres in Edmonton, Calgary and Richmond, BC throughout November. Visits to the mobile station are on a first-come, first-serve basis.

Those who find their mouths watering at the thought of trying their hand in the BIY (bake-it-yourself) pop-up but can’t make it out to any of the locations can take part online. There, they can follow along with a video of how-to recipe demonstrations.

The site also houses a Bakery Boutique where families can make and decorate their own culinary creations, access an online timer to track the progress of their baked treats, download decorating tools and apply for a baker’s certificate. It was developed by Ogilvy One in partnership with Mindshare and Maverick PR.