Yellow and White Pages celebrate bakers in new directories campaign

Yellow Pages and White Pages have created an ‘ode to baking’ as part of its launch of its directories which feature Australians with their personalised cake recipe.

Some of the faces of the Yellow Pages Cover Program 2017.

Created by Haystac Content, the new ad shows a grandmother, a man, a mother and children helping to prepare cakes from scratch and sharing the baked goods.

A narrator speaks in the background about baking, proclaiming an ‘ode’ to the activity, and poses the question, ‘How do you bake?’

The covers are part of a partnership between Yellow Pages, White Pages and women’s volunteer organisation the Country Women’s Association (CWA) and aims to celebrate Australia’s undiscovered baking legends.

The new Yellow Pages and White Pages feature some of Australia’s ‘best bakers’ on the 63 versions of the directories distributed across Australia.

Erin Williamson, Yellow Pages brand and marketing manager, said they were “enormously proud” to work with the CWA.

“We share a common goal of helping, supporting and connecting the community with the things that matter,” said Williamson.

“We also have a mutual love of food and the idea of baking is synonymous with comfort and happiness. This film, we hope, shows the effects of this and we’re excited to unveil it to the public.”

The campaign will originally launch via social, however will now run as a 30-second TVC on free-to-air from March 10.


  •  Creative and production: Haystac Content
  • Media: Quattro
  • Digital and Content Marketing: Haystac / Sensis
  • Campaign creative and PR: Haystac

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.