Wilton, a leader in baking and decorating, has debuted its first advertising campaign, entitled “The Wonderful World of Wilton.” It’s a celebration of the joy and creativity found in baking and decorating and challenges bakers of all skill levels to explore their creative potential with Wilton’s range of products.

“Wilton prides itself on being more than a brand; we celebrate and foster a passionate community that thrives on creativity and the shared joy of baking and decorating,” says Shanta McGahey, Wilton’s director of masterbrand and community. “This campaign is designed to remind consumers of the joyful side of baking while daring them to embrace their creativity and bake and decorate more often. We believe that inspiring joy for making, creating and sharing leads to sweeter moments.”

“The Wonderful World of Wilton” campaign will be showcased across multiple platforms, including streaming TV, social media, retail media and in-store promotions.

Additionally, Wilton has unveiled a bold and vibrant new look. The 95-year-old brand has debuted an updated logo that represents a modern take on tradition and pays homage to its rich history. A new hand-piped logo featuring Wilton’s establishment in 1929 and a vibrant palette of colors will be on display on store shelves this year as the entire line of bakeware and treat decorating products receives new packaging.

“Our strategic vision is to reaffirm Wilton’s position as a leader in the industry. By focusing on the joy of baking, decorating and the end result, rather than the barriers to start the journey, we intend to inspire a new generation of bakers and decorators,” says Dilip Massarenti, Wilton vice president of marketing.