The brief

Dawn Foods started in 1920 with a vision to provide bakers with high-quality, great-tasting ingredients to bakers and bakeries around the world to provide tailored solutions that grow their businesses and delight their customers.

Liquid worked with Dawn Foods on a six-month project to bolster their organic social media presence across Meta (Facebook and Instagram) and X and provide paid social activity to drive website traffic and boost brand awareness amongst bakers.

Dawn's challenge was they often saw big spikes in social traffic at peak times (Halloween and Christmas) but struggled to keep this consistent across the rest of the year. The brand also wanted to become more strategic, engaging, and human with the social media activity.

Targeting this trade consumer base, we introduced short-form video content in the form of Reels which contributed to a 305% increase in organic engagements and saw the engagement rate shoot to 12%.