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.”

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Baking category leader, Dr. Oetker, has launched We Bake, which it claims is the first baking-only social media platform for UK consumers.

We Bake, which launched at the start of November, will reward bakers for baking and unite people everywhere to celebrate a shared love of baking. It will form a fundamental part of the Dr. Oetker Dare to Bake marketing campaign, which is being supported by an ‘always on’ digital, social and PR support and a £3m above-the-line advertising spend.

Consumers who register with We Bake will be able to create profiles and share recipes, tips and advice with fellow bakers. Dr. Oetker says the new community “is here to motivate, help, inspire and reward through seasonal content, helpful advice, baking challenges, and exclusive competitions and events.”

Jan McKee, Executive Head of Marketing UK at Dr. Oetker, says; “Dr. Oetker believes it’s time that bakers had a community to offer encouragement, support and even the opportunity to share and get recognition for a job well done. As category leaders, it’s our responsibility to drive innovation and excitement through our campaigns. We Bake will give people a reason to bake and help to create more occasions for them to do so, ultimately growing both frequency and penetration.”

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Procter & Gamble’s leading dishwash brand Fairy is partnering the Make-A-Wish Foundation for the 12^th year running, and has teamed up with The Saturdays’ Rochelle Humes to raise funds through the charity’s annual Bake-A-Wish competition.

Humes headed the judging panel for the baking challenge, which culminated in a giant bake sale taking place at Westfield, London (Shepherd’s Bush) last weekend (November 20^th to November 22^nd).

The fundraising campaign called for passionate bakers from across the country to submit the recipes for their favourite festive cake.  The entries were whittled down to five finalists. The winner was unveiled at Westfield on Saturday, with the winning recipe used to make cakes which were then sold at the bake sale, fronted by Humes, to shoppers in return for a £1 donation.

Fairy matched every plate washed over the weekend as a result of the bake sale with a £10 donation, and was aiming to serve 12,000 slices, with all the plates being washed with just one 780ml bottle of Fairy liquid.

The funds raised will go towards Make-a-Wish, the charity that grants magical wishes to enrich the lives of children and young people fighting life-threatening conditions.

Rochelle Humes says: “I’m so glad that I get to be involved in such a great charity initiative. Make-A-Wish UK do fantastic work.”

Emily Williams, Brand Manager for Fairy UK, adds: “We’ve been working with Make-A-Wish UK for 12 years now. The aim of the event in Westfield is to not only raise funds for Make-A-Wish UK but demonstrate the power of the bake sale and encourage people up and down the country to host their own Bake-A-Wish event.”

Fairy, P&G’s signpost brand, has just been announced as one of the 10 most trusted brands in a report published by the British Brands Group.

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