Home baking brand Dr. Oetker has teamed up with 2012 Great British Bake Off winner, John Whaite, to support its “Dare to Bake” campaign, and is offering home bakers the chance to win a trip to Belgium, home of artisan chocolate, by submitting pictures of their own chocolate cakes.
Dr Oetker is a major player in the UK baking ingredients market, having bought the SuperCook brand in 2007. The new campaign will drive Home Baking sales over the key Easter period by encouraging home bakers to share their chocolate creations on the brand’s ‘WeBake.com’ community site.
WeBake.com is a social media platform for bakers which Dr. Oetker launched in November 2016 (see story on promomarketing.info). Dr. Oetker says the site currently has 11,000 users.
John Whaite won the third series of The Great British Bake Off in 2012, and has since become a chef, TV presenter and cookbook author. He works as a chef, television presenter, and author. He is currently a presenter and judge on ITV’s daytime cookery competition show, The Chopping Block.
First stage entry to the competition is by submitting an image of an original chocolate cake creation to the WeBake.co.uk site. Six people will be selected to then participate in a ‘cake-off’ to be held at John Whaite’s Kitchen Cookery School in Wrightington, Lancashire on Sunday May 28th 2017. The winner will get a return trip for two on Eurostar to Bruges in Belgium, including three nights’ accommodation and a chocolate museum and workshop visit.
No purchase is necessary to enter, but people must register as members of the WeBake.co.uk community. Entries are being accepted until April 18th.
The campaign is being supported by print advertising and video content, as well as PR, social media and digital. Visitors at the Birmingham Cake International show on March 17th to 19th can also experience a free live chocolate technique demonstration and learn more about the campaign.
Jan McKee, Executive Head of Marketing at Dr. Oetker UK, says: “Beat The Baker gives consumers a reason to bake; we aim to inspire home bakers to take up the challenge of beating our famous baker. This is the next level of our “Dare To Bake” campaign and an exciting piece of activity which will drive incremental sales in the run up to Easter.”
