MERGE, a leading provider of integrated technology and marketing services, has partnered with Wilton, a renowned name in baking and decorating, to launch Wilton’s first-ever advertising campaign, titled The Wonderful World of Wilton. This vibrant campaign aims to celebrate the art and joy of baking while encouraging people to unleash their creativity in the kitchen.
“We see Wilton as more than just a brand; we’re a community united by the shared joy of baking and decorating,” said Shanta McGahey, Wilton’s Director of Masterbrand and Community. “This campaign reminds people of the happiness baking can bring and inspires them to embrace their creativity. We believe that when people are motivated to create, share, and enjoy, it leads to more meaningful moments.”
The Wonderful World of Wilton campaign dares bakers of all levels to explore their creative side with Wilton’s extensive product range. It represents a major milestone in Wilton’s evolution and underscores the brand’s commitment to making home baking and decorating accessible, educational, and inspiring.
The campaign will be featured across streaming platforms, social media, retail media, and in-store promotions, reaching a wide audience of both longtime fans and new customers. Alongside the campaign, Wilton has introduced a fresh, vibrant look for its nearly century-old brand, underscoring its ongoing innovation.
“MERGE is thrilled to support Wilton in launching their first-ever ad campaign,” said Kevin Sheehan, SVP and Group Creative Director at MERGE. “Our approach focused on the emotional joy of baking rather than just the products. We stayed true to Wilton’s colorful, lighthearted essence while daring to express the fun and creativity inherent in baking and decorating. The Wonderful World of Wilton is all about taking creative risks and celebrating the rewards.”
Wilton invites everyone to join this journey of baking exploration and creativity, as the campaign promises to inspire, equip, and empower bakers of all levels to make baking a more accessible and joyful experience.
About MERGE
MERGE promotes health, wealth and happiness in the world by merging storytelling with technology and offers marketing and technology clients full-service capabilities including strategy, creative communications, experience technology, performance marketing, media, public relations and digital platform development. MERGE has enduring client partnerships with American Express, T-Mobile, LG, Kate Spade NY, Coach, The North Face, Meta, Adobe, BlueCross BlueShield, Abbott, Supernus, CSL, GE Healthcare, Broward Health, Indiana University Health, Nationwide and Fidelity.
