Initially established by entrepreneur Adelle Smith and more recently backed by Peter Jones following a successful Dragons’ Den appearance, the BKD proposition spans the toy, entertainment and kids baking markets. The business consists of a range of products - from baking kits retailed in Fortnum & Mason and John Lewis, public facing live events where adults and children can get involved and learn how to bake, to an online subscription service where customers sign up to receive a monthly pack of recipes and creative ideas to bake at home.
The marketing strategy is social media and live event led, with strategic use of the key retailers and a book publishing deal to help raise the profile of the business.
The brand identity is deliberately at odds with the cutesy baking world of cup cakes and icing sugar, intended to position the brand as an entertainment proposition first and foremost.
Smith Dawson are responsible for consulting on the proposition, developing the BKD’s positioning, naming, identity and packaging, as well as advising on the brand’s website and cookbook.