Every company that sells consumer goods has to have a page explaining the product. Gold Medal Flour’s standard site is no exception, with the usual images you’d expect, like a sack of flour and a perfectly browned pie in the background.
But humans have been working with flour for millenia, and the Gold Medal brand was established 125 years back — just mentioning the product isn’t going to grab many people’s attention. More importantly, there’s no narrative, no way for someone baking at home to form a connection with the brand.
So what’s the answer? Let them bake cake. And baguettes. And biscuits. Gold Medal asked renowned baker Rose Levy Beranbaum to help tell their story in her blog, Real Baking with Rose. Rose has a well-established track record of being an excellent food writer; Her latest book is actually called The Bread Bible. An in just over a year of blogging, the site’s grown a dedicated band of readers, who relish the interaction and dialogue with one of the leading lights in the baking world.