Yorkshire Baking Company Unveils Collaboration with Emmerdale Village Tour

Yorkshire Baking Company is proud to announce the launch of its first-ever on-pack promotion in partnership with the Emmerdale Village Tour. The exciting campaign brings together two Yorkshire brands in celebration of Yorkshire Day (1st August).

Running from 1 July 2025 for eight weeks, the promotion offers customers the chance to win a Star Tour and meet-and-greet experience at the iconic outdoor filming location of the much-loved Yorkshire soap drama, Emmerdale. Winners will also receive bundles of Yorkshire Baking Company’s famous MEGA Loaf cakes.

To enter, shoppers simply scan a unique QR code found on promotional pack labels, which leads to a dedicated competition entry site: www.yorkshiregiveaway.com.

The campaign will be featured across all seven Mega Loaf flavours:

• • Cherry MEGA Loaf

• • Chocolate MEGA Loaf

• • Lemon Crunch MEGA Loaf

• • Madeira MEGA Loaf

• • Sticky Toffee MEGA Loaf

• • Sultana MEGA Loaf

• • Jam & Coconut MEGA Loaf

To further sweeten the offer, Yorkshire Baking Company is also bringing back two limited-edition favourites - Banana MEGA Loaf and Carrot MEGA Loaf (available in selected retailers), for the duration of the promotion, giving shoppers an even broader range of indulgent options.

The campaign will be supported by a solid marketing campaign, including social media activity, in-store pop-ups, and sampling events designed to drive consumer engagement and create a real buzz around Yorkshire Day.

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.”

Ashley Bolton-Burrows, General Manager at Emmerdale Village Tour, which is operated by Continuum Attractions, said: “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 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.”