Home baking is good for mindfulness as well as the taste buds. For National Baking Week, we turned Renshaw research into a story stations wanted to cover: 38% of people had baked more than 20 times in the past year, 65% find baking relaxing and 23% want to improve their skills. We put an award-winning cake artist from a TV cake-making series on air across a radio day of interviews, sharing tips to help listeners make more professional, eye-catching creations with Renshaw. The broadcast PR campaign secured 10 items of radio coverage reaching 2.7 million people, including Radio News Hub, BBC Radio Leeds and BBC Radio Manchester.
10Items of coverage
2.7 millionCombined reach
1h 12mTime on air
Coverage highlights
Radio News HubNational news network
BBC Radio LeedsBBC radio
BBC Radio ManchesterBBC radio
BBC Radio LeicesterBBC radio
BBC Radio Hereford and WorcesterBBC radio
BBC Radio NorthamptonBBC radio
Listen
BBC Radio Leeds · 11m 17s
0:00 / 11m 17s
BBC Radio Manchester · 1m 11s
0:00 / 1m 11s
BBC Radio Leicester · 7m 40s
0:00 / 7m 40s
The story
Renshaw, National Baking Week
The aim
Renshaw wanted to highlight the benefits of baking, encourage people to bake at home and position itself as a baking expert.
The message
Baking is not only delicious, it is good for mindfulness and mental wellbeing, and Renshaw's products, recipes and tips help bakers of every level achieve professional results.
The angle
For National Baking Week, Renshaw research found 38% of people had baked more than 20 times in the past year and 65% find baking relaxing, while 23% want to improve their skills. An award-winning cake artist shared tips to help bakers make more professional, eye-catching creations.
On air
An award-winning cake artist from a TV cake-making series
The result
10 items of coverage reaching 2.7 million, including Radio News Hub, BBC Radio Leeds, BBC Radio Manchester, BBC Radio Leicester.
About National Baking Week
National Baking Week was launched by Pyrex in 2007 and is now backed by baking brands including Stork and Allinson. It encourages people of all abilities to bake at home and is timed to coincide with the height of interest in home baking in the autumn. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning National Baking Week for 2027?
National Baking Week usually runs in mid-October. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
