Home baking – already enjoying a major revival – is set to get another boost as baking mix supplier Green’s launches a new celebrity-backed baking initiative.
The company has teamed up with television presenter Melanie Sykes for Green’s Tuesday, which will encourage consumers to join in “the biggest bake off” by baking and sharing cakes each week with friends, families, colleagues and communities.
The on-going initiative will also raise money for charity, with the bakers being invited to make donations from cake sales to the NSPCC via Green’s website, greenscakes.co.uk. The NSPCC is simultaneously promoting its Stop for Tea initiative, which encourages people to fund raise through tea parties.
A PR and marketing campaign will support the launch, and include press interviews and a photo shoot with Melanie Sykes.
Green’s spokesperson Sara Gardner said: “It became very clear that this was the right year to launch Green’s Tuesday, a year when people are coming together during a difficult recession.”