Yorkshire Baking Company Launches First On-Pack Promotion with Emmerdale Village Tour

Two Yorkshire favourites are teaming up this summer in a new campaign set to delight cake lovers and soap fans alike. The Yorkshire Baking Company has announced its first-ever on-pack promotion, launching in partnership with the Emmerdale Village Tour to mark Yorkshire Day on 1 August.

Running from 1 July for eight weeks, the promotion gives shoppers the chance to win an exclusive Emmerdale Star Tour experience. Winners will enjoy a meet-and-greet with a cast member at the iconic outdoor set of the long-running ITV soap, along with a bundle of Yorkshire Baking Company’s famous MEGA Loaf cakes.

To enter, customers need only scan the QR code found on promotional Mega Loaf packaging, which links to a dedicated competition site at www.yorkshiregiveaway.com.

The competition spans all seven core MEGA Loaf flavours:

  • Cherry
  • Chocolate
  • Lemon Crunch
  • Madeira
  • Sticky Toffee
  • Sultana
  • Jam & Coconut

To coincide with the campaign, two limited-edition favourites are making a return to shelves for a limited time: Banana and Carrot MEGA Loafs will be available in selected retailers while the promotion runs.

Arainn Cleland, Sales Director at Yorkshire Baking Company, said:

“We’re thrilled to partner with the Emmerdale Village Tour for our very first on-pack promotion. It’s a proud moment for our brand to collaborate with such an iconic part of Yorkshire culture. We know this partnership will resonate with customers who love great cake and great TV – two Yorkshire favourites coming together to celebrate Yorkshire Day in style.”

The campaign will be supported by in-store pop-ups, sampling events, and social media activity aimed at boosting visibility and encouraging customers to take part.

Ashley Bolton-Burrows, General Manager at Emmerdale Village Tour, which is operated by Continuum Attractions, commented:

“We’re delighted to be partnering with Yorkshire Baking Company for this unique celebration of Yorkshire Day. Emmerdale is rooted in the fabric of our great county and teaming up with such a well-loved brand allows us to offer fans something truly special. The Star Tour prize is an unforgettable experience, and we can’t wait to welcome the lucky winners to the iconic set to explore its landmarks and meet a cast member – it’s a day never to be forgotten.”

The promotion opens on 1 July and runs until 25 August 2025. Full details and entry terms can be found on the competition website.

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