Baking, it seems, has become the latest retro pursuit to be given a boost thanks to recession chic. Cookware specialist Lakeland says it has seen a spike in sales of its baking tins of 150% over the past two years.
And the proportion of UK consumers who agree with the phrase 'I really enjoy cooking' rose from 47% in 2005 to 57% in 2009, according to TGI. Lurpak, which has always been popular with cooks because of its mild flavour, has firmly aligned itself to this trend for its 2010 marketing campaign.
Under the slogan 'Good Food Deserves Lurpak', it has created TV, outdoor, digital and promotional activity to showcase the joy of cooking. A TV campaign features a man making a pie and, in another execution, a woman baking a cake. In both, the aim was to "celebrate the sense of achievement and pride you get from cooking," says Thryth Jarvis, Lurpak's senior brand manager.
"We wanted to show the reality of cooking, which is that the food doesn't have to look perfect to be a success." 5,000 posters carrying huge pictures of a roast chicken and a pie have appeared nationwide and the brand has also been giving away one Dualit food processor a day for 100 days between March and June via an on-pack promotion.
It also created the Lurpak Bake Club (www.bakeclub.co.uk), a Facebook-linked website that allows groups of friends to sign up and then bake a recipe in rotation, Come Dine With Me-style. Pictures of the resulting concoctions can be posted on the site. The brand also hosts a 'Cook-Along' on its Facebook page, which encourages 'Facecookers' to all cook one recipe simultaneously. Meanwhile, Stork, the only remaining major margarine brand, long associated with home cooking, celebrates its 90th anniversary this year with an on-pack promotion.
Stork has tied up with Michelin-starred chef Phil Vickery and baking guru Marguerite Patten, who act as brand advocates in PR material and on the brand's new website www.bakewithstork.co.uk. They have also run masterclasses on how to bake with Stork. Although the brand primarily appeals to an older age group, Phil Ellis, Unilever's spreads category director, says it is also attempting to attract younger consumers with PR campaigns featuring more modern recipes.
Focus On Butters & Spreads
And the proportion of UK consumers who agree with the phrase 'I really enjoy cooking' rose from 47% in 2005 to 57% in 2009, according to TGI. Lurpak, which has always been popular with cooks because of its mild flavour, has firmly aligned itself to this trend for its 2010 marketing campaign.
Under the slogan 'Good Food Deserves Lurpak', it has created TV, outdoor, digital and promotional activity to showcase the joy of cooking. A TV campaign features a man making a pie and, in another execution, a woman baking a cake. In both, the aim was to "celebrate the sense of achievement and pride you get from cooking," says Thryth Jarvis, Lurpak's senior brand manager.
"We wanted to show the reality of cooking, which is that the food doesn't have to look perfect to be a success." 5,000 posters carrying huge pictures of a roast chicken and a pie have appeared nationwide and the brand has also been giving away one Dualit food processor a day for 100 days between March and June via an on-pack promotion.
It also created the Lurpak Bake Club (www.bakeclub.co.uk), a Facebook-linked website that allows groups of friends to sign up and then bake a recipe in rotation, Come Dine With Me-style. Pictures of the resulting concoctions can be posted on the site. The brand also hosts a 'Cook-Along' on its Facebook page, which encourages 'Facecookers' to all cook one recipe simultaneously. Meanwhile, Stork, the only remaining major margarine brand, long associated with home cooking, celebrates its 90th anniversary this year with an on-pack promotion.
Stork has tied up with Michelin-starred chef Phil Vickery and baking guru Marguerite Patten, who act as brand advocates in PR material and on the brand's new website www.bakewithstork.co.uk. They have also run masterclasses on how to bake with Stork. Although the brand primarily appeals to an older age group, Phil Ellis, Unilever's spreads category director, says it is also attempting to attract younger consumers with PR campaigns featuring more modern recipes.
Focus On Butters & Spreads
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