The Great British Bake Off final has been and gone, but I don’t know who’s won so please don’t tell me. I promised to watch it with my son, I’m now re-enacting that episode of the likely lads where their whole day is spent trying to avoid accidentally finding out the results of last night’s match. Except this time it’s a 37-year-old woman and an 11-year-old boy, united by their love of an even rise and dread of a soggy bottom!

Baking, once the preserve of grannies and yummy mummies, has gripped the nation once again, and this year our Bahlsen Bake Off campaign joined in the fun.

We invited some of our favourite parent bloggers to make a vlog of them baking their favourite recipe using Bahlsen biscuits.  The Choco Leibniz cookbook and the campaign, not only produced positive associations for the brand, but provided a whole new fresh stream of suggestions about how the biscuits could be used and enjoyed outside the regular dunked-in-a-cup-of-tea option.

The fact that this was user-generated content only heightened its appeal.  This wasn’t glossy, cynical advertising; this was real people showing how they can – and do – use the product.

Fun and delicious, that sums up chicken/egg!

To see the winner, and take a look and some of the other many entries click here