Campaigns: Consumer - Sainsbury's baking day proves to be red hot

Campaign: The Baking Hotline
Client: Sainsbury's
PR team: Phipps
Timescale: November 2010
Budget: £8,100

Sainsbury's wanted a campaign to position it as the authority on home baking and a destination shop for baking enthusiasts.


- To show Sainsbury's home baking range

- To drive footfall in-store.


The PR team created a national helpline for Sunday, 21 November, offering a panel of respected baking experts and food writers to answer queries about baking for one day, both online and on the phone. The PR team shared the expert advice through videos and images posted on Sainsbury's Facebook page and via Twitter. Research was also commissioned that showed festive baking disasters cost the nation nearly £30m a year and consumers were encouraged to call the Baking Hotline.


The campaign generated coverage in the Daily Mail, The Sun and Metro, and Best magazine, and online on sites including, and In total, 11 regional radio hits were generated. The #bakingsos hashtag on Twitter was mentioned in 152 tweets.


Visits to Sainbury's dedicated Baking Hotline website were up almost 89 per cent compared with the previous one-day campaign in 2009.

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