According to Immediate Media: The 12 month campaign called 'Bake With The Best' will celebrate the UK's best regional baking recipes, featuring a different region each month, appearing in BBC Good Food in both print and iPad editions, olive, Delicious magazine, BBC Easy Cook, BBC Gardeners' World and Radio Times. The multi-platform campaign will showcase the family of Silver Spoon Company brands across the baking sector, with each magazine featuring its own unique recipes specifically created and photographed by the Immediate Media Brand Solutions team.
The deal, brokered and managed through Newcast at ZenithOptimedia is the largest solus deal for Immediate Media and the Silver Spoon Company. Beginning in January 2013, the 12 month campaign will reach more than 10 million adults throughout the UK and will see monthly features in all titles, with Radio Times having six insertions at key periods of the year. There will also be digital activity on BBCGoodFood.com and deliciousmagazine.co.uk with all activity driving traffic to BakingMad.com – the UK’s most popular dedicated baking website, alongside the iPad version. The campaign also involves editorial support across olive and Delicious, research, competitions and interactive advertorials on the iPad with 'how to' videos.
According to Nicola Shubrook, Group Head Brand Solutions Food, Immediate Media: “We are absolutely delighted to have won this major piece of business and to be working so closely with both Newcast and the Silver Spoon Company. ‘Bake With The Best’ will tap into the UK’s passion for baking whilst placing the Silver Spoon Company’s brands at the heart of it, and generating over 60 pieces of exclusive content. This is a truly integrated deal involving Immediate’s dynamic multi-platform publishing and research expertise and also demonstrates the strength of our portfolio.”
According to Tony Lucas, Marketing Director of the Silver Spoon Company: “We are very excited to be partnering with Immediate Media for this campaign in 2013. 'Bake With The Best' will allow us to reach a high number of enthusiastic bakers through Immediate's well known and loved magazines and websites, providing us with the perfect way to showcase our various baking brands (including Allinson flour, Billington’s unrefined sugars and Nielsen-Massey extracts) together in an captivating and engaging way."
According to Nik Vyas, Strategic Partnerships Director at Newcast, ZenithOptimedia: “This campaign is a perfect example of a branded content solution. We’re creating something genuinely interesting and useful for consumers and weaving our brands seamlessly into the content and fabric of Immediate Media’s titles. The editorial support and access to readers that we’re getting is immense and makes this a truly multi-faceted partnership.”
