Dr. Oetker baking bus tours UK to help families rise

Dr. Oetker has launched a nationwide campaign to get families baking together, after research revealed that 75 per cent have never made a cake as a group. The brand’s ‘Helping Families Rise’ initiative offers free classes through community workshops, recipe ideas, and a travelling baking bus.

A survey commissioned by the company found that while 75 per cent of families had never baked a cake together, only 29 per cent had decorated one. The main obstacle was a lack of time, with 51 per cent of respondents saying they would bake more if they had more free time. Another 37 per cent believed simpler family recipes would help them get started.

Free Workshops and a Baking Bus Tour

The campaign partners with the charity Family Action to host free baking workshops at its FOOD Clubs across the UK. These sessions provide families with ingredients, equipment, and hands-on guidance.

Dr. Oetker is also taking its teal-coloured Baking Bus on a UK tour. TV presenters Helen Skelton and former Great British Bake Off contestant Liam Charles are hosting free baking sessions on board. The bus has already stopped in Plymouth, Hull, and Bristol, with its final destination being Leeds in November.

To encourage baking at home, the company is distributing Halloween and festive-themed baking kits ahead of Christmas. Dr. Oetker looks to encourage more households to take up home baking, with the campaign aiming to get more parents and children baking together through these community workshops, recipe inspiration and the travelling baking bus.

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Quotes From Campaign Leaders

Jen Johnson, head of marketing for cake at Dr. Oetker, said the campaign is designed to remove barriers to baking. “Helping Families Rise is all about removing barriers to baking and inspiring more families across the UK to get involved,” she stated. “Through experiences that bring baking directly into communities, like our Baking Bus and partnerships such as our work with Family Action, we’re helping more families enjoy the confidence, creativity and connection that baking together can create.”

Alyse Roberts, head of corporate partnerships at Family Action, added that the workshops aim to build skills and create memories. “Together, we’ll be delivering baking workshops across a number of our FOOD Clubs, giving families the opportunity to learn new baking skills while spending quality time together,” she said. “As well as building confidence in the kitchen, these sessions will create lasting memories and encourage families to enjoy and experiment with baking.”

Behind the Campaign

The initiative was developed with the agencies Brazen, Zeal, and WPP Media’s Wavemaker. The campaign includes community events, social media content, recipe sharing, and in-store marketing. The initiative also includes partnerships with content creators sharing family-friendly recipes across social media.

Brazen managed public relations and celebrity partnerships, Zeal developed the strategy and charity collaboration, and Wavemaker handled media planning for the Baking Bus tour.