Dr. Oetker Baking is launching a ‘Bake a Better Day’ campaign this spring, focusing on baking over half term, Mother’s Day and Easter.
The campaign will focus on seasonality throughout 2015, starting with a national press campaign targeting 1.3m mums and families from now, until March 9, and will encourage children to bake treats for mum over half term and Mother’s Day.
According to the brand, Mother’s Day was worth £4.1m to the baking category in 2015 and growing +6% vs 2014; a huge opportunity for home baking sales in the lead up to the occasion. The ads will feature coupons promoting £1 off Easy Swirl Cupcake Icings and 50p Surprise Inside Cupcake Centres, as well as a link to the featured recipe online.
The activity includes partnerships with 2015 Great British Bake Off dad, Ian Cumming, who has worked with Dr. Oetker to create a playful children’s recipe book, and Matt Nguyen, who has illustrated the book.
The ‘Bake Mum’s Day’ recipe book will be hosted on the Dr. Oetker website and downloads will be encouraged through an extensive campaign on digital and social media.
In addition, Dr. Oetker will be working with influential ‘daddy bloggers’, such as Diary of the Dad and Dadda Cool, to bring the recipes to life.
The second half of the ‘Bake a Better Day’ campaign will feature Dr. Oetker Fine Cooks’ Chocolate in national press ads from March 7 to 26.
The Easter campaign will target 2 million cooking chocolate consumers and will be amplified on digital and social media with the launch of #BunnyBum.
#BunnyBum celebrates Easter’s unsung hero, the Chocolate Easter Bunny, and sees Dr. Oetker working with cake creator to the stars, Juliet Sear, to create giant Bunny Bums which will be seen in Manchester and London during March. At each location, samples of Bunny Bum cupcakes, recipe leaflets and money off vouchers will be given away.
Jan McKee, Dr. Oetker UK head of marketing said: “Seasonal events are worth £65m to the home baking category and make up 40% of the category’s sales. ‘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 with Dr. Oetker.”