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Newly enlarged WPP agency VMLY&R has got back into the swing of things by spearheading a global digital campaign for drink brand Baileys, just weeks after confirming the merger of Y&R and VML.

The Irish cream liqueur has posted a reactive social post on Facebook and Instagram inspired by The Great British Bake Off by offering aspiring chefs’ a range of new recipes to counter their baking fails.

Reinforcing its image as an indulgent adult treat the Baileys brand is embracing a global baking bonanza with an estimated 36m baking searches expected to be made in the fourth quarter alone with bakers proudly sharing their soggy bottoms and delicious delicacies using hashtags such as #bakingfail, #NailedIt, #ExpectationVsReality.

Addressing the former the campaign shows how even the most unappetizing baking disaster can be transformed with a splash of Baileys.

Laura Pearce, Baileys Europe marketing director, said: “We wanted to showcase the incredible diversity of our product. I hope our new campaign provides genuinely useful suggestions and inspiration to aspiring cooks in their time of need.”

Harsh Kapadia, executive creative director, VMLY&R, added: “When amateur chefs’ recipes fail, data shows that many turn to ‘Chef Google’ for help. We leveraged this insight to make Baileys part of the conversation, offering help when and where people are searching for it.”

Baileys is building up to the critical Christmas period amidst an admission that it has struggled to generate year-round sales.