Waitrose spreads joy of festive baking in #BakeItForward campaign

By Ishbel Macleod | PR and social media consultant

Manning Gottlieb OMD


waitrose article

November 18, 2014 | 2 min read

Waitrose is encouraging the public to make sweet treats for their loved ones in social campaign #BakeItForward.

Created by Manning Gottlieb OMD, the campaign looks to extend Waitrose’s Christmas ad of a girl baking gingerbread biscuits for a school fete.

Running across Facebook, Twitter and Instagram, the campaign invites people to share their sweet treats on social and, using the #BakeItForward tag, encourage friends to come up with their own cakes or biscuits.

Julie Randall, manager of social strategy and communications at Waitrose, said: “Giving to others is really important at this time of the year, we hope our customers and online communities are encouraged to get into the kitchen and make their own Christmas goodies to share with friends and family.”

The social and online content will be supported in-store through POS and recipe cards as well as eCRM and recipes on the Waitrose website.

A series of ‘Icing Stations’ will be unveiled at 200 Waitrose stores on the weekend of the 22 and 23 November, where gingerbread biscuits and icing tools will be provided.

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Carrie Mash, social media manager for Waitrose at Manning Gottlieb OMD added: “The Waitrose social community is passionate about baking and this campaign lets them share and spread their love of homemade gifts this Christmas.”

The campaign launched with an online video featuring Heston Blumenthal.

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