Nestlé launches new campaign for Carnation

Nestlé has announced a new partnership between Carnation and the Food Network.

Running until April 2025, the campaign will see Carnation condensed milk tapping into the nostalgia of favourite childhood desserts, showcasing the product as a key ingredient in family recipes.

The integrated campaign sees a 30 second slot running across linear TV, video on demand and in selected cinemas, representing a media channel-first for the brand. The sponsorship idents will also feature in 10 second slots around programmes including repeat episodes of The Great British Bake Off, running across Discovery+ and the Food Network.

“The ‘Carnation Makes Memories’ campaign is designed to remind consumers of the joy of homemade baking. As we move into the festive season - a time of gatherings and celebrations – what better way to get creative, whipping up your favourite desserts and sweet treats,” Kelly Light, Carnation senior brand manager, said.

“Research reveals that half of UK bakers remember having Carnation as a child and 63 per cent cited it as a part of their favourite childhood desserts. We wanted to capture the emotional bond UK consumers have with the brand through collective memories of baking, making and sharing desserts.”

The short film showcases a carousel of baking memories where each dessert has been lovingly crafted with Carnation to create classic family favourites such as banoffee pie.