Family baking occasions in the spring are the focus of the latest promotional campaign from Dr Oetker Baking.
Called Bake a Better Day, the £1.4m, two-part push begins with national press adverts - running now until 9 March - to encourage children to bake treats for their mums on Mother’s Day. The ads will feature coupons for £1 off the brand’s Easy Swirl Cupcake Icings (rsp: £3.89) and 50p off Surprise Inside Cupcake Centres (rsp: £1.99), as well as a link to online recipes.
The first half of the activity also includes a partnership with Great British Bake Off 2015 contestant Ian Cumming, who has worked with Dr Oetker to create a children’s digital recipe book, downloads of which will be encouraged through digital and social media.
The second half of the campaign is set to feature Dr Oetker Fine Cooks’ Chocolate in national press ads from 7 to 26 March. Using the #BunnyBum hashtag, the brand will work with celebrity cake designer Juliet Sear to create giant Easter bunny bottoms, which will be on display in Potters Fields, London, on 16 March, and in Piccadilly Gardens, Manchester, two days later. At both locations, samples of Bunny Bum cupcakes, recipe leaflets and money-off vouchers will be given away.
Jan McKee, head of marketing at Dr Oetker UK, said: “Seasonal events are worth £65m to the home baking category and make up 40% of the category’s sales [IRI 52 w/e 2 January 2016]. Bake a Better Day will help to drive events and occasions in home baking, and we hope to inspire more consumers and families to get baking.”