Dawn developed new recipe ideas to add a touch of the USA to baking for the week, which took place from 1-7 July. Bakers who registered online sent out point-of-sale (POS) packs that included flags, bunting, balloons and a toolkit with prizes for running in-store competitions.
Bakers were encouraged to make American-style goodies, share pictures via social media and decorate their outlets in an American theme.
Warings Bakery, The London Bread & Cake Company and Peter’s Homemade Bakery were just some of the high street bakeries that got involved with the initiative, which “marks a great sales opportunity for bakers to theme their retail bakeries and drive sales with American style products”, according to Dawn.
Warings Bakery said it planned to extend its American sweet bakery specials throughout this month (July), due to an increase in consumer demand.
Jacqui Passmore, marketing manager UK and Ireland for Dawn Foods, said: “We have received really positive feedback from UK bakers this year and the online conversations and interaction have been brilliant. Bakers have reported an increase in sales and a heightened response on their social media accounts.”
This month Dawn launched two new fondants suitable for coating doughnuts, pastries, eclairs and desserts.