Waitrose to launch in-store baking activities

Supermarket Waitrose has announced its new baking campaign, which will include a series of in-store baking experiences.

The campaign is inspired by Waitrose's Christmas advert
The campaign is inspired by Waitrose's Christmas advert

Launched in conjunction with its Christmas TV advert, Bake It Forward will see ‘Icing Stations’ pop up in 157 Waitrose stores. These will be available for customers to interact with on 22-23 November.

The icing stations will give customers the chance to perfect the art of icing gingerbread biscuits using a number of tools. Waitrose has also announced it will surprise people involved with creating festive treats with gifts, such as hampers and bottles of wine, every day.

Bake It Forward will also be supported by a social media campaign that will ask people to bake an item to give to a friend, share online using #BakeItForward and nominate someone else to do the same.

The in-store activations are being created and executed by Waitrose's in-house events team.

Rupert Thomas, Waitrose’s marketing director, said: "Christmas is all about goodwill and giving to others, and this is a truly integrated campaign which we hope will entice our customers and online community to get in the kitchen and make Christmas a little bit sweeter for someone they know."

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