With Thanksgiving just a few weeks away, Rubicon Bakers has launched its first digital campaign in select US markets about the specialty baked goods that are creating social change.

The campaign celebrates the icing on the cake that makes every Rubicon Bakers cupcake, cake, muffin, and pie so remarkable: they're not just worthy of seconds—they give employees a second chance.

“Rubicon Bakers’ specialty baked goods have always lifted spirits—but there’s purpose behind that delight,” says Sebastian Siethoff, chief executive officer of Rubicon Bakers. “Our artful, always-from-scratch baked goods are crafted by people we welcome into a stable, judgment-free environment where they can bake hope and find happiness. This campaign lets consumers know they’re bringing home something more than a delicious baked good—they’re supporting people who are working to change their lives.”

This year, shoppers can find two new offerings from Rubicon Bakers exclusively at Target stores: Pumpkin Pie and Fudge Brownie Pie.