National Baking Week 2012 is taking over October with ‘a celebration of what makes our nation great’.
To mark the this year’s event, which runs from October 15 to October 21, a map of the UK made entirely of cake will be created and housed at Westfield Stratford City shopping centre in London.
Alex Blyth, marketing manager of National Baking Week campaign partner Pyrex, said: “We want to make this year’s event bigger than ever and what better way to grab the attention of the shopping public than with an oversized cake featuring recognisable UK monuments and landmarks (also made of cake)?
“In the run up to the week we’ll be encouraging our Facebook visitors to suggest their favourite UK landmarks and then vote for their favourites to be featured on the cake.”
Self-confessed ‘Manic Mummy Baker Extraordinaire’ Ruth Clemens, who was a finalist in the very first series of BBC2’s The Great British Bake Off, will be back to front the campaign. She will create a variety of hints and tips and new recipes for the dedicated website www.nationalbakingweek.co.uk, some of which will be available as videos. Ruth will also be holding a live Tweet cast with fans and followers from the cake at Westfield Stratford City in October.
Westfield UK general marketing manager Myf Ryan said: “This partnership with National Baking Week presents an exciting opportunity for shoppers and retailers at Westfield Stratford City.
“Baking has become a national past time and we’re delighted to host this bastion of Britishness at the centre. There is no better location to host the nation’s cake than at Stratford, host of the Olympic and Paralympic Games.”
As well as Pyrex, other brands supporting National Baking Week 2012 include housewares supplier Kenwood, long life milk brand Just Milk, Allinson Flour, Billington’s Unrefined Cane Sugars, sugar brand Silver Spoon Create and, a new addition for 2012: soft tub margarine brand Stork. They will be getting involved with plenty of competitions, giveaways and baking hints and tips.
This year the campaign will be supporting Great Ormond Street Hospital Charity by encouraging people to raise money for the charity through a range of activities.
“We’re delighted to have teamed up with National Baking Week,” said Great Ormond Street Hospital Charity senior fundraising executive Hayley Richardson. “We rely heavily on fundraising to carry out our vital work and National Baking Week has lots going on to get people involved.”
There will be a charity baking experience auction, special baking kits for sale, a downloadable Bake Sale pack for people to hold their own bake sale on the website, as well as appearances from Great Ormond Street Hospital’s supporter TV star Lisa Faulkner.