How brands are engaging during National Baking Week

cakeIt seems like everyone is baking mad at the moment, particularly with the final of the BBC’ Great British Bake Off just around the corner. So just to add to the mix (sorry!) it’s National Baking week in the UK from 15th-21st October.

I’ve taken a look at how some top brands and companies are jumping on this event to engage their communities in some of the top social media platforms. I’ve focussed on some of the more creative uses of the hashtag, rather than just posting links to recipes.

  • Jamie Oliver

Not only has Jamie mentioned it’s National Baking Week, he has also focussed on National Chocolate Week. He has posted a dedicated album featuring photographs of recipes that incorpate baking and chocolate, linking back to each recipe hosted on his website. The album has racked up over 11,000 likes so far.

Jamie Oliver

  • Aldi

Aldi have been using the #NationalBakingWeek hashtag on Twitter to promote their amusing competition ‘Fake or Bake’. They have been posting images of shop bought and homemade cakes and treats and asking their community to guess which is which. A good way to promote some of their baked goods!


  • Delicious Mag

Delicious Mag posted a gorgeous image of a cake on Instagram, but didn’t link to the recipe or even give a description of the cake. Instead, they teased their community by directing them over to their Facebook Page where they promised to post the recipe.


  • Marks and Spencer

On Monday, the first day of National Baking Week, Marks and Spencer promoted a tweet to anyone searching Twitter using the hashtag #NationalBakingWeek. The tweet was encouraging entries to their ongoing #MSBakeOff competition.


  • Currys PC World

Yes, the high street technology store has jumped on the baking week bandwagon – with quite an original Facebook post. They have shared a Buzzfeed article from back in August featuring  8 mouth-watering microwave mug cake recipes, along with an attractive photo of a cake in a mug.

Currys PC World

Alison Battisby is an experienced freelance social media consultant and trainer. Follow her @Alisonbattisby.