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Food & Drink
Baking Mad
Wild Card began working with bakingmad.com three years ago with the aim of increasing traffic to the website and encouraging visitors to sign up to the online recipe forum, the Baking Mad Club. With a community of over 100,000 bakers, bakingmad.com is the UK's leading authority on home baking, recommending the very best ingredients including Billington's unrefined sugars and Allinson Nature Friendly flours whilst providing inspiration and a helping hand at every step of the baking journey.
Activity highlights include sponsorship of a 10 part series on Channel 4, 'Baking Mad with Eric Lanlard'. Hosted by master patissier Eric Lanlard, the show was launched via a media event at Eric's boutique cake shop, along with a series of 'how to bake' videos. Resultant coverage included The Observer, Daily Mail, The Independent, Sainsbury's magazine and target food blogs.
All communications continue to work to encourage name checks of 'golden' or 'unrefined' sugar and 'nature friendly' flour in recipes, along with inclusion of the bakingmad.com website address or hyperlink.
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