Jan 30th, 2017
7 mins


Dawn Foods, one of the leading suppliers of sweet bakery ingredients and finished frozen sweet bakery products has partnered with Charles Spence, Professor of Experimental Psychology at Oxford University in a campaign looking at the senses and how these affect our bakery purchasing choices.

‘Sweet Bakeology’ will form part of Dawn’s American Bakery campaign and will give bakers and caterers an insight into the reasons why consumers choose certain types of sweet bakery items from a sensory perspective. The campaign has been designed to show how and why consumers choose products for their taste and visual impact or at certain times of the day.

Professor Spence has been commissioned by Dawn to write a range of articles across 2017 which will be available on the Dawn website. Among others, the subject areas will include:

  • information on how different tastes/flavours make us feel
  • why we crave certain tastes/flavours
  • how our senses affect what and how we purchase and consume items
  • product size and visual impact and how this influences purchase
  • the temperature at which a sweet bakery product is served

Professor Spence’s insights will be used as a foundation for Dawn to advise its customers through various communication channels such as website content, editorial, social media and direct marketing on the types of products to stock or recipes to use in order to tap into these sensory trends.

Dawn Foods has been running a successful 360° activation marketing campaign, the Authentic American Bakery Campaign, for three years to support high street bakers with inspirational recipe ideas, theming, competitions and promotions relating to the company’s mixes, bases and complementary products including frostings, fudge icings, fillings, decorations and toppings.

In 2014, Dawn took high street bakers on a virtual American Road Trip, visiting a different city each month on their dedicated American Bakery website supported with recipes and innovation, as well as the opportunity to win a trip to New York. Year two developed into The Great Bakes of the States Adventure in 2015 and the introduction of a fictional travel blogger, Dan Jackson, as well as the chance to win £10,000 worth of bakery equipment in partnership with Mono Equipment.

Dawn’s 2016 journey has been quite different – the company has taken a trip through time! Together with two respected food experts – food historian, Seren Evans-Charrington, and food futurologist, Dr Morgaine Gaye, Dawn looked at the history of some bakery favourites, developed recipes inspired by a passion for the authentic and original, and brought exclusive future insights into how bakery is set to change in coming years.

Dawn followed the journey many American classics have taken from their homelands in Europe and explored how they became the products we know and love today. Bakers were given the opportunity to win weekend breaks across Europe throughout the year too.

Jacqui Passmore, Dawn Foods Marketing Manager UK and Ireland comments:

“Dawn Foods’ integrated marketing campaigns have enabled us to engage directly with bakers and caterers and to inspire them with innovative ways to use our products to help drive sales in their business. We have taken last year’s successful programme of looking at bakery past and future a step further by working with Professor Spence and we will be giving bakers useful and interesting information to help them tailor their bakery offering according to the senses. It’s a fascinating area and Professor Spence is highly regarded in this field so we are delighted to be working with him.”

For more information visit where Professor Spence’s insights will be featured in early 2017.


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