Dr. Oetker has teamed up with the 2012 Great British Bake Off winner, John Whaite, to support the baking brand's “Dare to Bake” campaign. Home bakers also have the chance to win a trip to Belgium, home of artisan chocolate, by submitting pictures of their own chocolate cakes.
Customers are encouraged to share their chocolate cakes on We Bake, the first social network for bakers, launched by Dr. Oetker in November last year.
The top entrants will then compete in a bake-off style challenge, judged by John, to be in with a chance of winning the a return trip for two on Eurostar to Bruges, including three nights’ accommodation and a chocolate museum and workshop visit.
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Jan McKee, Executive Head of Marketing at Dr. Oetker UK, says, "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."
The brand 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.
Dr Oetker is a major player in the UK baking ingredients market, having bought the SuperCook brand in 2007. The new advertising 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.
John Whaite won the third series of The Great British Bake Off in 2012, and has since become a celebrity chef, TV presenter and cookbook author. He is currently a presenter and judge on ITV’s daytime cookery competition show, The Chopping Block.