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Dawn Foods has partnered with food bloggers and influencers Emma Hanton @essentially.emma and Jay Halford @jay_halford, as well as Maple from Canada UK @maplecanadauk, as part of a major campaign to run throughout 2021 focusing on the company’s vegan sweet bakery offering.
The Bake It Vegan campaign, which kicks off this Veganuary, will promote Dawn’s recently launched range of vegan Crème Cake, Brownie, Cookie, Donut and Muffin Mixes as well as its finished frozen, ready to serve vegan products, and many of Dawn’s existing naturally vegan products. Bake It Vegan will give bakers and caterers access to a range of new recipes as well as vegan goodies for their bakery and valuable insights into how they can ‘vegan-ise’ their offering to make the most of this growing market.
Emma, who has more than 16.7k Instagram followers, is a registered nutritionist, recipe developer of both vegan and non-vegan dishes and food photographer, whilst plant-based chef and recipe programme creator Jay Halford has 13.7k Instagram followers. Both will be producing a selection of seasonal recipes using Dawn’s new products.
Jay Halford's recipe for Vegan Chocolate, Cherry & Hazelnut Brownies can be found here. He commented:
"The Dawn Vegan range really is incredible. I have been playing with a selection of the products and have made a good few recipes including donuts, brownies and all of the trimmings. This one topped it as the favourite for me being a total chocolate lover. The vegan brownie mix is so versatile and allows you to cook the brownie just to your liking with plenty of opportunity to add and change up the flavourings. I will be using more Dawn Foods products in the future for sure! In 2021 where I believe that the vegan / plant based market is still very much at the beginning of its growth, we are going to see products like this really leading the way in terms of ease of use for the customer."
Dawn’s own Application Chef, Robin Loud, has developed an exclusive cupcake recipe using pure, naturally vegan, maple syrup from Canada as part of a partnership with Maple from Canada UK. Meanwhile, Dawn’s new Student Ambassadors from University College Birmingham have been tasked with developing recipes with the theme ‘Vegan Nostalgia’. All the recipes will be added to the Dawn website recipe library throughout the year and promoted on Dawn’s social media platforms.
In addition, as part of activity in ‘Veganuary’, and Dawn’s vegan campaign throughout the year, bakers and caterers will be able to win a selection of Dawn vegan products and point of sale material, a recipe card and a hardback recipe book from Maple from Canada UK, as well as a selection of vegan snacks from Eat Real. Giveaways will be running in trade publications and on both Dawn and Dawn customers' social media platforms.
Across the year, insights and advice will be available to bakers and caterers on the Dawn website and via the company’s social media platforms to support them in introducing or expanding their sweet bakery vegan offering. These will range from tips on how to introduce vegan bakery products, how to use natural sugar through to advice on cleaning down from Hillbrush UK.
Jacqui Passmore, marketing manager UK and Ireland at Dawn Foods said:
“A record number of people are now swapping to or trying vegan food. According to The Vegan Society, over half of Brits (56%) adopt vegan buying behaviour and that includes following a vegan, vegetarian or flexitarian diet. This provides bakers and caterers with some new opportunities and revenue streams. Our 2021 campaign has been designed to give them the recipe inspiration and business advice to be able to do this. We know how much bakers use social media to find out new inspiration so we are delighted to partner with influencers such as Emma Hanton and Jay Halford.”
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