Dawn launches 2019 campaign with Gerard Baker

feb 8, 2019, 10:26 by Dawn Foods UK


Dawn Foods, has partnered with Gerard Baker, renowned chef, author and broadcaster, for its 2019 Bakes for All Seasons campaign exploring the use of bakery in seasonal celebrations throughout the year.

Gerard’s interest in the link between food and modern-day celebrations and occasions was showcased during his time as Recipe Fair host on the BBC 2 television series “The Hairy Bikers: Mums Know Best”.  

Gerard comments:

"I'm looking forward to being part of Dawn's 2019 bakery campaign.  All significant celebratory events feature food elements, from a simple pancake to a multi-tiered, extravagantly decorated cake with exotic spices and fruits.  Sharing observations and anecdotes about how these bakes have developed over time and their significance in celebrations which we still celebrate today, such as Easter or Mother's Day for example, will make fascinating reading."

Bakes for All Seasons is part of Dawn’s American Bakery campaign, which will be running for its sixth year. The campaign and newsletter will give bakers and caterers insight into the history and traditions behind UK’s favourite bakes at national celebrations such as Easter, Halloween, Valentine’s Day and Christmas. The campaign will highlight why consumers choose to celebrate with baked products, why certain ingredients and flavours are popular at different times of the year and how bakers and caterers can make the most of these celebrations to expand their product ranges and drive sales.

Gerard has been commissioned by Dawn to give a series of insights which will be available to subscribers to Dawn Foods’ ‘Bakes for All Seasons’ campaign monthly newsletter in 2019.  The articles will reference bakes applicable to different celebrations, their history and recipes.

Gerard’s insights will be used as a foundation for Dawn to advise its customers through various communication channels such as website content, editorial, social media and direct marketing on the types of products, ingredients, flavourings and decorations to use in order to make the most of these celebrations.

This will be the sixth year that Dawn Foods has run a 360° activation marketing campaign to support high street bakers with inspirational recipe ideas, theming, competitions and promotions relating to the company’s mixes, bases and complementary products including frostings, icings, fillings, toppings and chocolate decorations.

Jacqui Passmore, Dawn Foods Marketing Manager UK and Ireland comments:

“Dawn Foods is thrilled to announce its partnership with renowned chef  and writer Gerard Baker who brings knowledge, experience and insight into our exciting new campaign.  This latest partnership is another example of Dawn working with leaders in the fields of food and bakery to bring exclusive content to bakers to help them introduce new recipes, ideas and inspiration to their businesses.

“We know from responses to Dawn Foods’ previous campaigns with food experts that bakers respond well to insights and recipe inspiration that helps build and drive their business.  We look forward to sharing Gerard’s insights throughout 2019.”

For more information visit www.dawnfoods.com where Gerard’s insights will be featured in early 2019.