Helping Aussie children and their parents bake sweet moments together.

White Wings #SweetMoments

Working with Goodman Fielder at digital agency, Reactive, I was briefed to help White Wings create content for social media and online. The target was children and their parents; and the approach focused on using baking to bond ⁠— creating sweet moments together.

To make it happen, myself, Helen Webster (food stylist) and Rob Palmer (photographer) spent the day with YouTube influencers Charli’s Crafty Kitchen. At their home in Brisbane, the girls and their mum helped us whip up a batch of deliciously #SweetMoments.

To help spread #SweetMoments with other children, we asked the girls to do what they do best — shoot a baking video. They created a special Easter-themed pinata cupcake, and shared it with their millions of subscribers on YouTube.