How do you mark National Baking Week and inspire the British public to get into baking? By creating the world’s first ever 100% edible pop-up shop of course.
National Baking Week, was organised and funded by Pyrex and supported by six baking brands such as Kenwood, Billington’s and JUS-ROL, a week long celebration of all things baking held from the 13th to the 19th of October 2013.
We wanted to create an event that captured the energy, creativity and kitsch brilliance of modern baking. We knew Good Housekeeping would cook up a storm. But how could we persuade the likes of Notion Magazine, Time Out London and The Independent to rise up and join the baking revolution too.
With the help of some of the UK’s best and most unique punk bakers including Miss Cakehead, The Tattooed Bakers, Meringue Girls, Caking It, Cake Revolution and Conjurer’s Kitchen we created a two-day live event – Baketopia.
Guests were invited to the pop-up to dip frog-shaped cookies into a milk fountain; harvest meringue mushrooms; pick a toasted marshmallow off a fire; find hidden meringue’s in a giant teepee; catch pastry butterflies and even pull hyper realistic looking carrot cakes from chocolate cookie earth.
The centrepiece of the tasty tableau was a five-foot unicorn, created by the Tattooed Bakers, made from rainbow cake and complete with edible gold leaf embossed hooves and horn.
Guests were encouraged to make a £2 donation to Great Ormond Street Hospital Children’s Charity, National Baking Week’s charity partner.
John Whaite helped create buzz around Baketopia, hosting a media masterclass teaching journalists and bloggers how to make his Gluten Free Chocolate Torte and creating five exclusive recipes that were placed in various media titles.
Baketopia was an event so tasty and popular that at one point we thought we would run out of cake. Fortunately, the final result was the biggest, most talked about National Baking Week ever.
We had 800 visitors over two days with tickets that sold out within days of going on sale. 141 pieces of coverage and an increase in engagement of social media with 8.3million estimated impressions. In total we achieved an OTS of 61,418,484, a Cost Per Thousand of £0.98 and an ROI of 14:1. And most importantly, retailers of Pyrex saw an uplift of between 5-10% in October.