Dawn Foods has launched a vegan campaign offering recipe inspiration and business advice to bakers and caterers. Called Bake It Vegan, the campaign will focus on the supplier’s vegan sweet bakery offering.
It will give bakers and caterers access to a range of new recipes and vegan products, said the firm, and provide insights on how they can ‘vegan-ise’ their offering. The campaign, which will run throughout 2021, will promote Dawn’s recently launched vegan range, including vegan crème cake, brownie, cookie, doughnut and muffin mixes.
In addition, Dawn has teamed up with a host of food bloggers and influencers, including Emma Hanton, Jay Halford and Maple from Canada UK.
Hanton, who has more than 16.7k Instagram followers, is a registered nutritionist, recipe developer (of both vegan and non-vegan dishes) and food photographer, while Halford is a plant-based chef and recipe programme creator with 13.7k Instagram followers. Both will be producing a selection of seasonal recipes using Dawn’s new products.
“Our 2021 campaign has been designed to give them the recipe inspiration and business advice to be able to do this. We know how much bakers use social media to find out new inspiration, so we are delighted to partner with influencers such as Emma Hanton and Jay Halford,” said Jacqui Passmore, Marketing Manager UK and Ireland at Dawn Foods.
As part of the partnership with Maple from Canada UK, Dawn’s application chef Robin Loud has developed an exclusive cupcake recipe using naturally vegan maple syrup from Canada.
All recipes will be added to a library on the its website throughout the year and promoted via social media channels.
Bakers and caterers will also be able to win: a selection of Dawn’s vegan products and point of sale material; a recipe card and hardback book from Maple from Canada UK; as well as a selection of vegan snacks from Eat Real and bakery scraper from Hillbrush. Giveaways will be running in publications and via Dawn’s social media channels.
“A record number of people are now swapping to or trying vegan food. According to The Vegan Society, over half of Brits (56%) adopt vegan buying behaviour and that includes following a vegan, vegetarian or flexitarian diet. This provides bakers and caterers with some new opportunities and revenue streams,” added Passmore.
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Editor, International Bakery
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