Dawn Foods is to promote “family sharing occasions, memorable experiences and celebrations” with its latest marketing push.

Running from May to August, ‘Summer Smiles’ will incorporate summer-themed recipes, wholesaler promotions on Dawn products, and giveaways. Many of these will be available exclusively to the firm’s ‘Bakes for All Seasons’ newsletter subscribers – including the recipe for a three-tiered giant doughnut cake.

Recipes will also be released on Dawn Food’s website every month, starting with ones for rainbow doughnuts and mocktail piña colada cupcakes.

Additionally, several Dawn products will be promoted over the course of the campaign – from cake bases to fondants – with an emphasis on doughnuts. The firm will also be launching two new products in its frozen doughnuts range.

“We know from several years of running successful campaigns that bakers and caterers are after recipes and insights that help them offer their customers new and exciting products and, in turn, build their business,” said Jacqui Passmore, marketing manager at Dawn Foods

The push follows on from the firm’s ‘Love is in the Air’ campaign, which started in January, and incorporated content covering Valentine’s Day, Easter and Mother’s Day.

It “proved to be really successful with bakers”, according to Passmore.