The Cake Bake & Sweets Show has announced support from Aussie household brands including Foxtel, KitchenAid, Bertazzoni and CSR/Sugar Australia.

Other brands supporting the experiential event for at-home bakers are Lucky Nuts, The Healthy Baker, Cake Boss and Bakels.

National media’s marketing director, Brad Langton, said: “We’re excited to be working with some of Australia’s leading household brands on this unique event. Unlike other food related events in Australia, Cake Bake & Sweets Show delivers a hard-to-reach passion-focused audience of home bakers and cooks who spend serious time in the kitchen each week perfecting their love of baking.

Visitors are mostly women, aged 25-54 and are the primary grocery buyer – a key target group many brands want to connect and build relationships with.

“We have worked closely with each client to develop a tailored sponsorship program to not only educate the audience, but to ensure they form a memorable and emotional connection that leads to stronger customer loyalty and influences purchase decisions long after the event.”

KitchenAid Senior Brand Manager, Anna Barnes, said: “Cake Bake & Sweets Show allows us the opportunity to speak directly to a highly enthusiastic, engaged and relevant audience. The Sydney show was a huge success and as a result you’ll see us in Melbourne in October and back in Sydney in 2015.”

CSR/Sugar Australia Marketing Manager, Carolyn Uzelac, said: “Sugar Australia is proud to be associated with the Cake Bake & Sweets Show. Choosing the right sugar is essential for getting a better baking result. Having been a trusted baking partner of Australians since 1855, we’re delighted to be part of an event that inspires and educates bakers.”

Hannah Barnes, General Manager of Foxtel’s LifeStyle Channels said: “Foxtel’s LifeStyle FOOD Channel is excited to be involved with Cake Bake & Sweets Show again. Bakers and foodies alike have really embraced cooking and baking shows across the channel.

“We can’t wait to welcome Buddy Valastro back to Australia, and the show. With season 6 of Cake Boss currently airing on LifeStyle FOOD – it’s a testament to his continued popularity here.”

Natalie Wood, Brand Manager at Select Harvests, said: “Our Lucky brand is the market leader in cooking nuts and has been a pantry staple for over 50 years, with our large range of quality products available in all supermarkets nationally. Educating bakers on how to use our extensive range of nuts in their cooking is something that can be done extremely effectively in a live event environment like Cake Bake & Sweets Show.”

Andrew Daff, Group Sales Manager, The Bertazzoni Group, said: “ Bertazzoni is proud to be the major appliance sponsor of Cake Bake & Sweets Show. With our 130 year history and relatively niche brand status in the Australian market, Bertazzoni see’s a great synergy between our premium quality Italian appliances and the baking precision the shows visitors seek in their cooking appliances.”

The Healthy Baker (Manildra Group) National Sales Manager for retail, Michael Brink, said: “Cake Bake & Sweets Show is exactly what our brand is all about – good quality baking. Healthy Baker flour is the only brand that comes in a convenient pantry friendly container to keep it fresh and is vitamin enriched with ten times the calcium of normal flour for healthy bones and teeth. The Cake Bake & Sweets Show presents the perfect platform for us to communicate the benefits of our product to consumers.”