PANCAKE Day, 9 February, will be celebrated by 50% of people in the UK, while only 41% will be marking Valentine’s Day, according to figures from YouGov.
The research was commissioned by Homepride Flour to mark one of the busiest weeks of the year; with festivities including Pancake Day (9 Feb); Valentine’s Day (14 Feb) and Chinese New Year (8 Feb), which will only be celebrated by 6% of the UK.
Homepride Flour is launching a marketing campaign designed to encourage consumers to make pancakes from scratch and drive sales of its pre-sieved flour. As its research shows that 28% of the UK doesn’t flip their pancakes, the campaign will encourage consumers to #FlipwithFred and will use a combination of social media, PR and advertising to build Homepride Flour’s natural association with Pancake Day and reinforce its position as a trusted family flour brand.
Neil Murray, brand manager for Homepride Flour, said: “Pancake Day resonates with so many consumers but we were still surprised at the findings that demonstrate it is more popular than Valentine’s Day.
“Traditionally the retail focus has been weighted towards Valentine’s Day but it will be interesting to see if there is a shift in focus following this new insight.”
