Baking soda is a wonderful tool for cleaning stains and covering odors, as well as a key baking ingredient in many recipes. What better way to sell this product than a 1950s woman with a deadly secret? This campaign was imagined as a shocking Halloween stunt to bring attention to a simple, overlooked ingredient in everyone’s kitchen. It includes radio ads, prints, social media spots, a podcast, and in-store cardboard cut-outs. It is meant to shock and amuse as it highlights the versatility of baking soda.

(AI was used to add items to the prints, & the home at the beginning of the video)