National Grid’s Great Grid Bake:

Bringing Renewable Energy to Life Through a Bake-Off Twist

In an entertaining twist to the popular TV show, Cubaka, along with National Grid challenged influencers to a baking competition using only 1950s equipment. The contest aimed to underscore the importance of modern energy infrastructure in making our hobbies and daily activities easier, more efficient, and more enjoyable.

The Background

The Great Grid Upgrade (TGGU) Campaign represents a monumental step toward a greener future. This ambitious project, the largest overhaul of the electricity grid in generations, is focused on connecting more renewable energy to homes and businesses across England and Wales. As the UK transitions to clean, renewable energy sources, TGGU will ensure that the grid is fit for the future.

Through The Great Grid Bake campaign, National Grid sought to increase public awareness about TGGU by illustrating the practical benefits of an upgraded energy infrastructure, linking it to something relatable… Enter Cubaka

Inspired by the UK's most beloved baking show, The Great British Bake Off, this campaign asked: could you bake a cake with 1950s equipment?

The Strategy

We enlisted influencers and National Grid employees for a unique bake-off: influencers had to bake a Victoria Sponge Eton Mess using only 1950s equipment, while National Grid employees used modern appliances.

This setup added a humorous twist to the bake-off format, demonstrating how today’s technology enhances our experiences and underscoring TGGU’s role in supporting these advancements.

Key Insight

With "The Great British Bake Off" boasting over 560.1 million views across TikTok and Instagram, the campaign tapped into a widely shared passion. We leveraged elements of the iconic show to connect with audiences and convey how infrastructure advancements drive real-life benefits.

The Execution

The campaign unfolded in two phases:

1. The Baking Challenge:

  • A 10-minute "Great Grid Bake" video was released on YouTube, where influencers competed with National Grid employees in a race to finish the bake. The influencers, struggling with 1950s appliances, highlighted the ease modern technology brings to daily life.

  • Short social cutdowns were posted across National Grid’s and the influencers’ channels, including Martyn and Crystelle (the influencer participants).

  • Additional bloopers were released a few months after the initial campaign to maintain engagement.

2. At-Home Baking with 1950s Appliances:

  • Influencers, including Martyn, Crystelle, and Ruby, filmed extra content at home using 1950s equipment to create bakes of their choice, showing a humorous yet challenging experience of ‘baking without upgrades.’

The Creative

The Results

Through The Great Grid Bake, we successfully delivered an impactful message about the significance of modernising the UK’s electricity grid.

By relating the infrastructure upgrade to relatable activities, the campaign helped increase consumer awareness and understanding of TGGU’s objectives and underscored the real-life benefits of clean energy transition.

Social media engagement spiked with views, shares, and likes, reflecting the campaign’s effectiveness in reaching and resonating with a broad audience.

In this fun, nostalgic way, National Grid educated the public about the importance of grid upgrades and renewable energy infrastructure, making TGGU relevant, accessible, and memorable.

490K

Engagements

4.3M

Impressions

5M

Video Views