Are Media and Fremantle partner for web series celebrating 40 years of The Weekly’s Children’s Birthday Cake Book

Posted 28 September 2020 in Announcement, Campaign

Are Media has partnered with Fremantle to create and launch an online web series celebrating the 40th anniversary of the iconic Australian Women’s Weekly Children’s Birthday Cake Book.

Each episode of the 4 x 10-minute series called, Cake My Day, features three passionate and aspiring home bakers from diverse backgrounds replicating their own masterpieces from the Children’s Birthday Cake Book.

Are Media has signed baking product maker Betty Crocker as sponsor of the series. Fremantle, who produced the series, worked with 12 participating teams from around Australia as they filmed their culinary adventures capturing the successes and failures along the way.

Matt Margin, Brand Manager from Betty Crocker said: “With nearly 100 years of birthdays under her apron strings, Betty Crocker™ has a strong history of enabling families to create memories with their loved ones, so we’re really excited and proud to team up with the iconic Australian Women’s Weekly who have done the same for millions of Aussies.”

The series will run across the Facebook and Instagram platforms of The Australian Women’s Weekly and AWW Food and will be boosted by Are Media’s digital team.

Sally Eagle, General Manager, Publishing at Are Media Books and Gourmet Traveller said: “At a time where baking is seeing a resurgence in kitchens across the country and Australians are looking for creative ways to have fun at home, we know that Cake My Day will provide entertainment, laughter and a sense of nostalgia to our audience.

“Off the back of the successful August launch of the 40th anniversary of The Australian Women’s Weekly Birthday Cake Book, we are thrilled to be working with Betty Crocker as the sponsor of this fun and innovative web series.”

Joanna Denington, Head of Partnerships at Fremantle, added: “Marrying brands, stories and audiences together is not a new concept, however the way we go about it in 2020 needs to evolve. The key to it is finding brands that align in an organic way, creating a cohesive editorial fit. Our production partners 720 have a track record for being innovative with their approach to taking projects to market, so I’m thrilled to be collaborating with them and Are Media for this series.”

Cake My Day will launch on October 5.