Bob’s Red Mill Sweetens Hallmark’s Our Holiday Playbook

Hallmark holiday movies already have a reliable recipe: seasonal traditions, family gatherings, and enough cozy atmosphere to make staying home feel like an event. But this year, one upcoming premiere is adding something viewers can pull out of their own ovens. Bob’s Red Mill is teaming up with Hallmark’s Our Holiday Playbook, and the collaboration goes beyond putting a familiar flour bag on a kitchen counter. There’s an on-screen baking connection, a gluten-free treat to recreate, and a holiday cookie collection waiting in the wings. Your next movie night might require a little advance baking.

The Hallmark Premiere With Something Extra in the Mix

Our Holiday Playbook premieres Friday, November 20, at 8/7c on Hallmark Channel. The film stars Taylor Cole and Charles Michael Davis, two familiar names for holiday-movie fans to add to their seasonal watch list.

Taylor Cole’s Character Brings Baking Into the Story

Cole plays Lexi Bell, whose baking know-how becomes part of an unlikely holiday deal. The story unfolds amid family gatherings, traditions, and celebrations, with baking serving as more than a pretty backdrop.

That’s what makes the Bob’s Red Mill partnership worth watching. Rather than simply appearing somewhere in the kitchen, the brand’s products are connected to something a character actually makes. For viewers who inevitably start craving whatever appears on screen, this movie comes with a practical way to follow through.

The available announcement doesn’t spell out every detail of Lexi’s arrangement, so there’s still plenty left for premiere night. What it does establish is that her kitchen skills matter to the story, and one featured recipe is getting its own spotlight.

The Madeleines That Could Steal Your Movie-Night Menu

The featured bake is Bob’s Red Mill’s Orange Brown Butter Madeleines, with nutty brown butter, bright orange flavor, and a simple orange glaze. It’s a festive combination that sounds special without requiring an entire holiday dessert table.

A Gluten-Free Recipe With Plenty of Seasonal Appeal

The madeleines use Bob’s Red Mill Gluten Free 1-to-1 Baking Flour and Almond Flour. The gluten-free recipe makes 12–14 madeleines, a manageable batch to share during a movie or package as a small homemade gift.

There’s something particularly fitting about choosing a bake that feels a little more dressed up than an everyday cookie. Orange and brown butter make a cozy, celebratory pairing, while the glaze adds a finishing touch without turning the project into an elaborate decorating session.

The brand suggests several occasions for the recipe:

• A holiday movie night at home
• A seasonal cookie swap
• A homemade gift for someone special
• An afternoon of baking with family or friends

The announcement offers a flavor preview rather than full baking instructions. Fans looking to recreate the exact on-screen treat can find campaign details at moregetherness.com.

Why This Partnership Feels So Tailor-Made for Hallmark

A holiday movie and a warm kitchen are natural companions. Bob’s Red Mill is building its campaign around that familiar pairing instead of asking viewers to adopt an entirely new seasonal ritual.

The Idea Behind Moregetherness

The collaboration extends the brand’s Moregetherness movement, a name combining More and Togetherness. The idea is that homemade food can bring people closer, whether for a planned celebration or simply an evening together.

In the partnership announcement, Bob’s Red Mill Vice President of Marketing Daniel Barba emphasized the appeal of simple holiday traditions: putting on a movie, baking together, and sharing the results. The campaign invites viewers to connect those activities rather than treating watching and baking as separate events.

That’s a smart fit for the kind of evening Hallmark is selling. You don’t need a picture-perfect gathering or an ambitious party menu to join in. A movie, a modest batch of something homemade, and someone to share it with are enough.

For an entertainment partnership, that gives the promotion a useful advantage: it offers an activity, not merely another product to notice.

The Holiday Baking Plans Do Not End With One Recipe

The madeleines may be the featured attraction, but Bob’s Red Mill is planning more baking inspiration throughout the season. The partnership is meant to last longer than the movie’s premiere-night buzz.

A 12 Days of Cookies Collection Adds More Temptation

Part of that seasonal support is a 12 Days of Cookies e-cookbook. Featured recipes include Earl Grey Snowball Cookies, Peppermint Bark Brownies, and Candy Cane Whoopie Pies.

Those names alone suggest a range of holiday baking moods: something tea-inspired, something chocolatey and peppermint-forward, and something unmistakably candy-cane festive. For viewers who enjoy making a different treat for each seasonal screening, the collection offers more ideas beyond the film’s signature madeleines.

The campaign also arrives as Bob’s Red Mill highlights its recently reformulated Gluten Free 1-to-1 Baking Flour. The brand says the updated flour offers improved taste and texture while retaining the cup-for-cup performance home bakers already know.

Featuring that flour in a mainstream holiday movie puts gluten-free baking inside an everyday celebration. It’s a recipe choice woven into the occasion, rather than a separate conversation away from the main dessert table.

The Clever Move Behind All That Holiday Comfort

There’s a clear marketing strategy underneath the orange glaze. As Food & Beverage Magazine’s coverage points out, the partnership gives audiences something to do with the product instead of relying entirely on passive exposure.

From Watching a Scene to Baking a Batch

A conventional product appearance might register for a moment, then disappear. A featured recipe can go further: onto a shopping list, into a family baking afternoon, or into a group chat planning the next holiday movie night.

The e-cookbook gives Bob’s Red Mill more material to share throughout the season. The premiere, meanwhile, offers a timely reason to spotlight the featured ingredients. Retail promotions and holiday displays could build on that connection, though whether it leads to a sales boost remains to be seen.

Founded in 1978, Bob’s Red Mill is now 100% employee owned and mills its products in Milwaukie, Oregon. This is a contemporary way to tell a longstanding homemade-food story: the products become part of an experience rather than the whole point of it.

For viewers, the takeaway is simpler: mark November 20 at 8/7c for Our Holiday Playbook. If the baking scenes leave you hungry, there’s a specific recipe to add to your own holiday playbook.