Jane Asher looks to home baking

Jane Asher, the cake-baking brand named after the actor and writer, is using Golley Slater to promote the values of home baking.

Owner Victoria Foods wants to encourage the return of baking – seen to have lost out to the TV dinner – to the home. The consumer brief includes promotion of its home baking awards, which take place in October.

'The company's research shows there is a heightened awareness of the ingredients used in ready-made foods, and that more people want to bake again,' said GS group PR director Nick Brown.

PR was previously handled in-house.

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