Wholesome Sweeteners: Rising Above Bakery

Wholesome has launched this new brand campaign built on the ethos that generosity is the core of Wholesome’s identity. The Fair Trade, Organic sweetener brand partnered with Hungryman Productions and Fortnight Collective to create mini-documentaries, titled “Baking Change in Communities”, focusing on two extraordinary stories of bakers titled: Rising Above Bakery and The Batchmaker. Wholesome’s long standing commitment to helping and celebrating communities was portrayed through this brand campaign as the films celebrate others who are giving back to their communities. The videos shine a light on the bakers’ incredible stories, focusing on how bakers are inherently generous and inspirational people. Highlighting these deserving, small town individuals, the mini documentaries hone in on how baking brings people together, showing how one can turn the profession of baking into something deeper. Through the act of baking, people’s spirits are lifted -- allowing people to come together and care for one another.