It's back - for the second year running - the 'McDougalls Young Baking Team of the Year' competition for our Premier Foods client.

To demonstrate Premier Foods’ commitment to the education sector, and to continue to position it as the leading food supplier to this channel, our teams brought back the popular ‘McDougalls Young Baking Team of the Year’ competition. The integrated campaign (which also included cut-through trade ads) ran across the foodservice education trade press, as well as a first for this year, consumer regional press.

Engaging schools across the country, this year’s nail-biting live final saw children from different schools competing against each other in a sweet and savoury bake-off at key industry event, LACA (Lead Association for Catering in Education). Receiving hundreds of entries, the competition also generated video assets used for social media content, generating 50k+ Twitter impressions (+53% compared to the previous month before our campaign went live). The proud winners were from Spaldwick Community Primary School in Cambridgeshire, with our client deeming the initiative “an unbelievable success.”

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