bake - September/October 2020 - 53

WINNING PROMOTIONS

Cause Marketing
To recognize Women's Equality Day on Aug. 26, marking the 100th
anniversary of the adoption of the 19th amendment, as well as the
55th anniversary of the Voting Rights Act, Sprinkles Cupcakes made
the celebration even sweeter by partnering with WNBA player and
women's rights advocate Candace Parker. The promotion involved
$1 donations from the sales of each of Sprinkles' newest limited-edition Exercise Your Right to Vote Cupcakes sold. The donated proceeds will go to Vote.org, a nonpartisan nonprofit that aims to drive
voter turnout through education and helpful resources.
The cupcake features birthday cake batter, vanilla buttercream,
sprinkles and custom "Exercise Your Right to Vote" toppers depicting a bicycle, which symbolizes the suffragettes' ride to freedom.
As a mother, woman of color and accomplished athlete, Parker
has been recognized as an outspoken leader in women's advocacy.
Now she's supporting Vote.org and Sprinkles by spreading the word
on what voting means to her and sharing it with her followers on social media all week long. It was a natural partnership for Sprinkles,
a female-founded company that supports female empowerment and
equality.
It was a perfect match from the beginning for Sprinkles, a
female-founded company that supports female empowerment and
equality.

SPRINKLES/AMERICAN EGG BOARD

COMFORT DESSERTS
A new white paper from the American Egg Board examines the
psychological impact of comfort foods, including desserts, the
categories growing most rapidly, and the product characteristics
successful comfort foods share in common. People reap a genuine
psychological boost from consuming comfort foods and the category is experiencing a rapid surge.
Elisa Maloberti, the AEB's director of egg product marketing,
explains that the challenge for formulators is to create the comfort
food texture, look and flavor within a better-for-you formulation.
"A functional ingredient like the egg, with its high protein content
and nutritional profile, can help in this regard," Maloberti points out.
Although commonly associated with snacks and baked goods,
comfort foods can be found in almost any product segment depending on its nostalgic ties to pleasant memories.
The paper, "Comfort & Convenience: Consumers Reach for it All,"
shows how consumers have merged their desire for comfort foods
with convenience trends to save time while juggling extra responsibilities, including more food preparation at home.
THE HOLIDAY ISSUE

2020

53


http://www.Vote.org http://www.Vote.org

bake - September/October 2020

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http://digital.bakemag.com/sosland/bake/2018_07_02
http://digital.bakemag.com/sosland/bake/2019_03_01
http://digital.bakemag.com/sosland/bake/2019_02_01
http://digital.bakemag.com/sosland/bake/2019_01_01
http://digital.bakemag.com/sosland/bake/2018_12_01
http://digital.bakemag.com/sosland/bake/2018_11_01
http://digital.bakemag.com/sosland/bake/2018_10_01
http://digital.bakemag.com/sosland/bake/2018_09_01
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http://digital.bakemag.com/sosland/bake/2016_12_01
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http://digital.bakemag.com/sosland/bake/2015_12_01
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https://www.nxtbook.com/sosland/bake/2015_04_01
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http://digital.bakemag.com/sosland/bake/2013_06_01
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