Dawn Foods set to celebrate UK bakery stars with key campaign
A core focus for 2022 for Dawn Foods has been unveiled that celebrates a diverse array of inspirational bakers from around the UK and Ireland with a new promotional initiative.
The ‘Celebrating Our Nation’s Bakes’ campaign will take industry professionals on a sweet treats tour of the UK and Ireland, discovering traditional and more unusual recipes from England, Scotland, Ireland, Northern Ireland and Wales.
Different ‘hero’ recipes featuring bakes, such as Empire Biscuits, Monmouth Pudding, Devon Apple Cake and Guinness Cake, all re-created using Dawn ingredients, will be unveiled on a specially created map on the Dawn website.
Throughout the year there will be opportunities for bakers to get involved with the campaign, sharing their own local recipes, and taking part in the social media conversation around each region’s bakes.
There will also be draws for bakers to win bakery related prizes such as oven gloves, Baker’s Toolkits and other campaign themed items. One lucky baker will also have the chance to go on a UK road trip where they can sample some of our nation’s great bakes, as Dawn is also offering a voucher for a seven-day luxury holiday in a fully equipped motorhome as its top competition prize.
Students on the Bakery & Patisserie Technology degree course at University College Birmingham (UCB) will also be sharing bakery recipes from their home regions and how they can be re-imagined for the modern consumer. These include making an item vegan, gluten free, reducing sugar or giving it a contemporary twist.
Jacqui Passmore, marketing manager UK and Ireland at Dawn Foods said: “Reduced travelling brought about by the global pandemic has meant that many of us have had time to focus on what is around us, whether that’s the beautiful rolling countryside, vibrant cities, or the coast, and of course the food heritage that is embedded in our national identity. Traditional British bakery is making a big comeback as consumers take comfort in their own heritage and roots.
“Bakers, of course, have always been the bedrock of every community and we wanted to focus on the sweet bakes that are synonymous with different areas of the UK and Ireland. As well as showcasing recipes that bakers will be familiar with, we also wanted to give them new inspiration to try recipes they may not have heard of, and with the help of UCB bakery students, insight into how they can re-invent those bakes for the modern consumer.
“Also in the Queen’s Platinum Jubilee year, celebrating Our Nation’s Bakes couldn’t be more appropriate!”