Duncan Hines Expresses Itself

Bozell likens baking to creating a work of art in its first campaign for Duncan Hines since the shop was handed the account a year ago.

Three full-page print executions each feature a woman wearing her baked-goods creation. In one, the woman sports a decadent choc olate cake as a hat; another features a girl garnished with decorated sugar cookies. The tagline is, “Create your own.”

The budget for the effort is estimated at $8-10 million, sources said.

“When someone bakes, it’s like creating art.