WHAT IS GOOD - rewriting the brief

Brief Title: Baking is good

The Brief
Since the broadcasting of The Great British Bake Off, there has been a fast rise in the number of new bakers on the scene, as well as a steep increase in the sale of baked goods, ingredients and utensils. The show aimed to appeal to the younger audience, with home baking sweeping the nation, inspiring a new generation of bakers made up of amateur enthusiasts. Through product and packaging, or publishing and editorial, promote and encourage the practice of home baking.

Background
Many people view baking negatively, assuming that it is only women and the older generation who tend to partake in this activity. Due to the emergence of recent shows, however, many individuals have been encouraged to take it up, due to the new light that has been cast upon it. Baking has recently been seen as a break from day-to-day life, offering satisfaction and the opportunity to experiment. The imagination of the nation has been captured, and the joys of baking have been highlighted.

Considerations
How can baking be continued to be made appealing to the younger generation of amateurs?
What products could be used to promote baking, and what would make the audience interact and/or consume them?

Target Audience
- Young generation of amateur enthusiasts that are keen to learn and experiment, that may need a break from day-to-day life.
- 20 to 25 year olds.
- Those that already show an interest in baking.

Tone of Voice
The tone of voice should be calm and informative, as some parts of the subject may be tricky to explain, for example recipes or instructions. The tone of voice should also be quite light-hearted and humorous in order to appeal to the younger target audience, encouraging them to get on board.