Baking brand Betty Crocker has on Thursday launched an interactive Dream Bake Studio at The Trafford Centre, Manchester, looking to inspire bakers and drive new engagement with consumers through a fun and interactive activation.
Using AI technology, guests could digitally sketch their dream cake design and input prompts into an AI generator, before their vision is brought to life through a digital representation.
This image then inspired a curated selection of ingredients, packed into a goody bag along with a bespoke cake baking box featuring the personalised AI image. Visitors could take their complimentary cake kit home and bring their dream bake to life.
“We are thrilled to be launching our Dream Bake Studio and are excited for everyone to come along and feel inspired,” JP Del Carmen, head of snacks and baking UK at General Mills, said.
“With a little help, we believe anyone can turn their cake-making dreams into reality. It’s time for Manchester to get creative, have some fun, and start baking."
The activation follows new research which revealed a high prevalence of ‘baker’s block’ across Manchester.
The survey, conducted by global experience agency Momentum Worldwide for Betty Crocker, found that, while 86 per cent of Mancunians enjoy baking, only one third bake every few months or less. Amongst the top reasons people aren’t making cakes are they don’t think they are good at it (45%) or they are worried their bake will fail (35%).
Whether due to time constraints, dwindling confidence, or lack of inspiration, nearly half (41%) of those polled found it easier to buy a cake rather than bake one themselves, with Betty Crocker providing a convenient and creative solution.
“It’s clear that Manchester loves baking, but feels a little uncertain when it comes to doing it. Regardless of skill level, our aim is to unleash creativity, inspiring everyone to overcome any self-doubt and discover the joy of creating delicious treats,” Carmen added.
