Waitrose & Heston Blumenthal #BakeItForward This Christmas

Waitrose is spreading the joy of festive baking with the launch of its #BakeItForward social media campaign, planned and bought by Manning Gottlieb OMD.  The campaign, which launched with an online video featuring Heston Blumenthal via Waitrose.com, encourages people to make sweet treats for their loved ones during the season of goodwill.

The activity runs across Facebook, Twitter and Instagram and extends this year’s Waitrose Christmas TV advert, which follows the story of Ellie, a school girl baking gingerbread biscuits for her school fete.

Inspiring a Christmas bake each week, people are encouraged to bake an item and using #BakeItForward, nominate a friend to do the same.  Throughout the campaign, Waitrose will surprise and delight entrants with festive treats, including hampers and bottles of champagne.

The social and online content will be supported instore through POS and recipe cards as well as eCRM and a wealth of online baking recipes at waitrose.com.  In addition, shoppers can receive expert help with their baking in over 200 Waitrose stores* across the country at designated ‘Icing Stations’ where gingerbread biscuits and icing tools will be provided.

Julie Randall, Manager, Social Strategy and Communications at Waitrose says, “Giving to others is really important at this time of the year, we hope our customers and online communities are encouraged to get into the kitchen and make their own Christmas goodies to share with friends and family”

Carrie Mash, Social Media Manager for Waitrose at Manning Gottlieb OMD adds,” The Waitrose social community is passionate about baking and this campaign lets them share and spread their love of homemade gifts this Christmas”.