Search

Pass it on - Norfolk’s slowest viral marketing campaign promotes Brecks Food and Drink Festival in Swaffham

PUBLISHED: 11:52 13 August 2012

Breck Food & Drink Festival have been distributing a Festival Friendship Cake to promote the up and coming event - From left, Carole Wilson from Beachamwell WI, Jenny Locke from Greenbanks Hotel, MP Elizabeth Truss, with Joanna Simon and Elise Sorrell from Swaffham Convent School. Picture; Matthew Usher.

Breck Food & Drink Festival have been distributing a Festival Friendship Cake to promote the up and coming event - From left, Carole Wilson from Beachamwell WI, Jenny Locke from Greenbanks Hotel, MP Elizabeth Truss, with Joanna Simon and Elise Sorrell from Swaffham Convent School. Picture; Matthew Usher.

© Archant Norfolk 2012

It may be the slowest viral marketing campaign in the county’s history, but in the age of emails, texts and tweets a mid-Norfolk food festival is using yeast, sugar and a bit of patience to help spread its message.

Organisers of the Brecks Food and Drink Festival have launched a friendship cake, the bakery world’s equivalent of a chain letter, that is fanning out from home to home to raise awareness of next month’s celebration of local produce.

Recipients are presented with a yeasty mix and a 10-day schedule of when to stir and add ingredients before dividing it into five batches, baking one and passing the rest to friends who start the process again.

Festival organisers have asked participants to also pass on information about the three-day celebration in and around Swaffham from September 14-16.

After experimenting, members of Beachamwell WI settled on a recipe using locally-milled flower from Heygates Farm and Norfolk carrots.

The two original batches prepared in June have now spawned an estimated 525 cakes, and CoCoes café at Strattons Hotel in Swaffham has incorporated fruits such as raspberries and blueberries.

Hotel director Vanessa Scott said: “I know people groan about chain letters, but when you give someone a cake you can’t actually ignore it. Even people who don’t necessarily want to do it are on a guilt trip so they feel they have to do it. I think you can’t help but get carried away with it. It brings you back to the basics and that’s what it’s all about.”

The novel marketing campaign has won the backing of South West Norfolk MP Elizabeth Truss, who will officially open the festival with Dr Pixie McKenna, who presents Embarrassing Bodies on Channel 4.

Ms Truss said: “I love the idea of the friendship cake. It’s a great way of promoting the Brecks Food Festival and getting more people cooking too. It also shows the friendliness and innovation of Swaffham.

“I am a keen baker and enjoy taking part in making the cakes. We have fantastic producers and chefs in the Brecks and the word needs to be spread. The Brecks Food Festival had a fantastic first year and I know this year will build on that. It’s about the unique food we have in this area and encouraging people here and far and wide to take part in it. With the recent visit by the chief executive of Visit England and the lottery grant, the Brecks has real momentum.”

Related articles

2 comments

The views expressed in the above comments do not necessarily reflect the views of this site

Other news

It’s a relatively new technology that drivers have been using to settle insurance claims and capture footage of the unexpected.

Eight giant statues of squirrels decorated by school children will proudly sit in Thetford’s King’s House Gardens for the next fortnight.

Police are appealing for witnesses after a man suffered a fractured nose during an assault in Thetford.

12:25

A motorcyclist in his 20s died over the weekend following a crash on the B1107 at Thetford.

Most Read

12:25

A motorcyclist in his 20s died over the weekend following a crash on the B1107 at Thetford.

Read more
Thetford Golf Club
Yesterday, 12:58

A man has died following a crash in Thetford.

Read more
Honda

Police are appealing for witnesses after a man suffered a fractured nose during an assault in Thetford.

Read more

It’s a relatively new technology that drivers have been using to settle insurance claims and capture footage of the unexpected.

Read more
Eastern Daily Press
Saturday, August 19, 2017

A Thetford road has reopened near the A11 after a crash.

Read more

Local Weather

Overcast

Overcast

max temp: 19°C

min temp: 16°C

Show Job Lists

Digital Edition

Image
Read the Thetford and Brandon e-edition today E-edition

Newsletter Sign Up

Sign up to receive our regular email newsletter