FORMER Great British Bake Off winner John Whaite has joined forces with baking flavours and extracts brand Dr. Oetker to support its ‘Dare to Bake’ campaign.
The initiative encourages home bakers to share chocolate creations at webake.com, a social network for bakers launched by Dr. Oetker last November.
Of those who post their creations online, top entrants will be selected to compete in a ‘bake-off’ style challenge judged by Whaite, with the winner picking up a trip to Belgium.
The campaign also includes print advertising and video content as well as PR support and digital and social media activity.
Jan McKee of Dr. Oetker UK said the campaign “will drive incremental sales in the run up to Easter.”