Wilton, a household name in cake decor is aiming to reach a younger demographic with its latest collaborative marketing effort -- a set of baking tutorials and video workshops hosted by Youtube star Rosanna Pansino. Pansino is best known for her 'Nerdy Nummies' YouTube series which shares quick, easy and inexpensive dessert recipes that are inspired by pop culture.
"We want to reach consumers that may not know the Wilton brand in a highly visual and demonstrative way" says Eric Erwin, evp and CMO of Wilton Brands. While more mature consumers may be familiar with the 85-year-old baking brand, the company is looking to gain more credibility among younger foodies who are more likely to respond to web influencers rather than traditional ads -- something Wilton is successfully achieving through its partnership with Rosanna Pansino.
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