A new convection oven launch doesn't grab headlines...until it does.

See, from our perspective, ovens don't just bake; they make moments, memories, connections, and friends. Through our love of baking, we show that we care for those both inside our homes and our communities. So when one of our most cherished institutions is in financial jeopardy, we aren't going to stand by. No, we're going to bake off.

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Under the strain of budget cutbacks, public schools were once again under attack. Teachers felt unsupported, and school supplies were in short supply. In collaboration with the Torrance school district, we invited three schools, their teachers, and students to participate in the LG ProBake Bake Off. 

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After transforming an electronics store parking lot into event central, complete with a stage, tables and product showcases, we recruited media, influencers and the community to participate in a cookie-baking competition from scratch. With over 500 participants, LG ProBake Bake Off drew TV and newspaper coverage, influencers' video coverage and massive love from the community. All participating teachers and schools received donations from LG, and subsequently, LG ProBake  Sales far exceeded benchmarks in the sales region.