Dr. Oetker has teamed up with former Great British Bake Off winner John Whaite to ramp up its ‘Dare to Bake’ campaign with an on-line competition.
The initiative, timed to promote Home Baking sales over the key Easter period, encourages consumers to share their home-made cakes on the ‘WeBake.com’ community, Dr. Oetker’s social network for bakers.
The competition is focused around chocolate and the top entrants will compete in a ‘bake-off’ style challenge, judged by John, for the chance to win a trip to Brussels, the capital of chocolate.
The campaign, which includes print advertising and video content, will be amplified through PR, social media and digital, as well as a presence at the Birmingham Cake International show.
John Whaite won The Great British Bake Off in 2012 and is now a published author and TV presenter, as well as a popular personality in the home baking community.
Jan McKee, Executive Head of Marketing at Dr. Oetker UK, said: “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.”
