A Dr. Oetker Baking Campaign Fit for a Queen
Idea
Dr Oetker Baking challenged us to create a media relations campaign around a one-off big, baking occasion, The Platinum Jubilee of HM, the late Queen Elizabeth II. Specifically, we were challenged to generate press and influencer product placement coverage for its Jubilee range, host a consumer facing activation to drive brand awareness and showcase the client’s wider product range. All coverage to land by one week ahead of the Jubilee.
We created a pop-up gallery in Windsor to display portraits of the Queen made from real cakes, using the images and recipes to show the history of her reign and of the nation’s cake eating habits. This was underpinned with news around the nation’s Jubilee baking plans and press office and gifted influencer product placement.
Impact
900
Guests visited the pop-up gallery
54
Post-event sell-in hits, including The Sun, Daily Mirror, Daily Star & You Mag
94%
Of coverage featured a brand spokesperson
6
Hits of product placement including The Sun
12
Influencer posts, featuring the client NPD alongside established products
13.95m
Impressions
273%
Client Instagram hit increase