Case Study: Baklava Bake Off

In 2013, Think-HQ was engaged by The Australian Multicultural Foundation to develop the public relations campaign for the inaugural Baklava Bake Off – a community cooking competition celebrating Victoria’s cultural diversity.

Home cooks and professional pastry chefs took part in the statewide competition, with Think HQ activity including:

  • Securing acclaimed Middle-Eastern chefs Greg Malouf and Shane Delia as celebrity ambassadors
  • Managing media relations for the campaign launch, semi-final and grand final events
  • Managing all campaign social media activity
  • Developing competition judging criteria, and short-listing entrants from across Victoria
  • Developing the event running order for the campaign launch, semi-final and grand final events, and managing speakers
  • Securing and briefing an emcee for the Grand Final event at Federation Square
  • Booking event photography

More than 250 people attended the grand final Baklava Bake Off at Federation Square, featuring live cooking demonstrations and winner announcements by Minister for Multicultural Affairs and Citizenship, Nicholas Kotsiras, MP.

The Victorian-based campaign received national coverage via Channel 9’s The Today Show, and SBS World News Australia; and local coverage in The Age, The Herald Sun, Channel 10 News Melbourne, as well as multiple ethnic and regional media outlets across radio and print.


Winner of the community/home cook category, Sia Pantos.


The grand final Baklava Bake Off event at Melbourne’s Federation Square.


Celebrity chef, campaign ambassador and Baklava Bake Off judge, Greg Malouf, talks to SBS World News Australia at the grand final event.


Professional finalists exchange tips at the grand final event.