Fleischmann's wanted to get people baking again. To get them past those initial fears, to just take a chance and start simple.
I wanted them to Rise.
A simple manifesto to get the juices flowing. A teaspoon of guilt, a half cup of promise and a tablespoon of encouragement.
An application that would help new bakers equip themselves with all the tools and ingredients they would need to attempt more and more difficult recipes.