At a time when the baking sector is struggling to rise to the occasion, Pyrex’s National Baking Week has reinvigorated interest in the home-baking sector and even encouraged the nation to Bake and Share.
Created by trustworthy ovenware brand Pyrex and supported by some of the biggest names in baking including, Kenwood, Allinson Flour, Billington’s sugar and Silver Spoon Cakecraft National Baking Week got the nation pre-heating their ovens and whipping up a fondant fancy!
Promotional activities such as 30p off coupons for baking potatoes in Morrison’s and 150,000 Clubcard points awarded on the purchase of Pyrex products over £6 were carried out across the country. As well, National Baking Week Goodie Bags were handed out and baking demonstrations were held in Pyrex centres, to ensure nobody could be mistaken what week it was.
Handled by Pyrex’s retained marketing and PR agency, The small Agency, the multi-media campaign headed up by TV celebrity chef Rosemary Shrager, has enjoyed TV, radio and national media coverage.
The campaign has seen Rosemary appearing on ITV1 show tempting the Loose Women to cupcakes, which boosted the 100,000,000 media reach figures. Online, the campaign experienced a 30% increase in traffic to the site on the first day of the campaign, which was the total for the week for the first year. The digital realms of Twitter and Facebook were not left un touched, as fans and followers got behind the campaign with ‘apron of the week’ competitions and even Twitter-favourite Eddie Izzard being tracked down with a selection of scones during rehearsals for his live tour.
Pyrex Trade Marketing Manager for UK and Eire, Michelle Lilley commented: “We’re delighted with the results from this year’s National Baking Week. With purse strings tightening and consumers reading about doom and gloom in the press everyday, it’s really important to bring some joy into our lives with good value home-baking. As one of the nation’s best loved ovenware brands, it is only right and proper that Pyrex leads a campaign to harness and strengthen this trend.”
Although the sector showed a small decline from 2008-2009, on the whole it’s showing positive growth, with the bakeware category remaining strong. With the credit crunch biting back, people are more inclined to cook and bake their own food to save money, plus consumers increasingly aware of what exactly goes into their foods. Barriers to the sector have been broken down with the increase in popularity of pre-mixed baking kits and accessory packages.
Pyrex are already planning how to make 2010’s National Baking Week even bigger and better than ever.
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