Soap opera fans have the chance to meet an Emmerdale star thanks to the Yorkshire Baking Company’s first ever on-pack promotion, held in celebration of Yorkshire Day on 1 August.
Running across July and August, the promotion offers customers the chance to win a Star Tour and meet-and-greet experience at the outdoor filming location of the Yorkshire soap. Winners will also receive bundles of Yorkshire Baking Company’s Mega Loaf cakes.
To enter, shoppers scan a unique QR code found on promotional pack labels, which takes them to a dedicated entry site for the promotion.
The campaign is featured on all seven Mega Loaf flavours produced by the Bradford-based bakery: Cherry, Chocolate, Lemon Crunch, Madeira, Sticky Toffee, Sultana and Jam & Coconut. Two limited-edition flavours, Banana and Carrot, are being brought back for the duration of the promotion.
“We’re thrilled to partner with the Emmerdale Village Tour for our very first on-pack promotion. It’s a proud moment for our brand to collaborate with such an iconic part of Yorkshire culture,” said Yorkshire Baking Company sales director Arainn Cleland.
“We know this partnership will resonate with customers who love great cake and great TV – two Yorkshire favourites coming together to celebrate Yorkshire Day in style.”
The on-pack campaign is being supported by social media activity, in-store pop-ups and sampling events designed to drive consumer engagement and create buzz around Yorkshire Day.
“We’re delighted to be partnering with Yorkshire Baking Company for this unique celebration of Yorkshire Day,” said Ashley Bolton-Burrows, general manager at Emmerdale Village Tour.
“Emmerdale is rooted in the fabric of our great county and teaming up such a well-loved brand allows us to offer fans something truly special. We can’t wait to welcome the lucky winners to the iconic set to explore its landmarks and meet a cast member.”
Ealier this year, Yorkshire Baking Company secured Ocado listings for its Mega Loaf range and Yorkshire Parkin, alongside other listings for products made by its sister brand, Regal Foods.
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