Dr. Oetker, The UK’s leading home baking brand, has teamed up with former Great British Bake Off winner John Whaite to amplify its ‘Dare to Bake’ campaign.

The initiative, which will support Home Baking sales over the key Easter period, encourages home bakers to share their delicious chocolate creations on We Bake, the first social network for bakers, launched by Dr. Oetker in November last year.

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 Belgium.

The campaign, which includes print advertising and video content, will be amplified through PR, social media and digital, as well as at the Birmingham Cake International show in March, where visitors can visit free live chocolate technique demos and learn more about the competition.

We Bake is an innovative new social platform, with 11,000 users to date, which rewards and unites home bakers over their shared love of baking. Users can create a profile and share recipes and inspiration, as well as entering challenges to win great prizes.

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 new exciting 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”