National Cupcake Week took the internet by storm last week, reaching hundreds of thousands of people on Twitter.

The awareness week saw the National Cupcake Championships, sponsored by Barry Callebaut and Hello and…, take place at Bakels’ Bicester headquarters.

But it was online where the week took off, as it featured on dozens of national websites, had 450,212 impressions and reached 317,486 accounts on Twitter.

Martyn Leek, editor of British Baker, said: “There is no doubt that the cupcake remains a firm favourite. The coverage that National Cupcake Week gets online is amazing and is testament to the creativity of the cupcake bakers out there.”

You can take a look at the social media coverage here:

[View the story "National Cupcake Week on social media" on Storify]

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