Actually, Ingredient Quality Does Matter

Conveying how quality of ingredients makes a difference


Home bakers might not feel like which bag of flour they choose from the grocery shelf makes a difference, but King Arthur Flour knows. Based in Norwich, Vermont, King Arthur Flour engaged with Williams Randall to bring their story to life on the pages of national magazines. The ads promoted a number of the King Arthur Flour products: All-Purpose Flour, Self-Rising Flour, Gluten-Free Mixes and Flax, to name a few. The recurring theme among all the ads is that King Arthur Flour pays attention to every quality detail and also knows the farmers who grow their wheat. In fact, we joined them on a trip to Kansas to photograph those farmers out in their (extremely hot) fields. American wheat. No bleaching. A dedication to the pure joy of baking. Through the various ads, Williams Randall conveyed those messages to help bakers understand that yes, there is a difference in what they might have previously thought was a commodity product.


Our Responsibilities: Concept Development, Copywriting, Creative Services, Design

Client: King Arthur Flour

Industry: Consumer Goods