We created a campaign that celebrated the Zulu tradition of bringing home a box of Baker’s Choice Assorted for the Christmas holidays. One integral part of this tradition that stood out to us was the rich traditional stories that were told whilst enjoying these biscuits. Through research we discovered that the tradition of passing down stories is falling away slowly but surely as more youth would rather spend time on their phones than listening to their elders pass on stories. To bring the stories back to life, we created a campaign that was aimed at Zulu communities sharing their stories for a chance to be entered into a Baker’s Stories Book the following year. The biscuit box was remixed to include a sleeve on the outside, acknowledging the name that this community calls them, “Amakhekhe Kakahimuzi” with traditional patterns and symbols. The campaign was called “Izindaba Enzinoju” or “The stories that keep on giving” speaking to the tradition of passing stories from generation to generation. The campaign included radio adverts promoting the competition, pancaking sleeve, story book, and gamification where the inside of the box was turned into the board of a popular board game played during the Zulu Christmas time, “umlabalaba” as well as social media on the Baker’s Biscuit Page.