In the lead up to Easter, recognised by almost six out of every ten Irish parents (58%) as a special family time, Tesco has uncovered in its research that Easter is about more than an egg but an excuse to get together with family.
Traditional values like visiting grandparents stood out as the leading childhood family bonding activity (63%) with 18-34 year olds and older respondents in agreement that regular baking with your mother/ grandmother formed a special part of their childhood memories, 49% and 65% respectively. This was echoed further in the 55+ women age cohort who revealed that baking with their children was their favoured family-based activity, with the majority of bakers using traditional ‘back to basic’ methods using scratch ingredients to educate their children on the art of baking.
Only one third (32%) of men take the time to bake with their own children and see it more of a necessity and only bake when they need to for a kids bake sale or school activity (20%). With this national love of baking continuing Tesco is once again calling on families to visit stores and support the Great Irish Bake for Temple Street on April 7th. It aims to raise €100,000 for their charity partner across all of its 148 stores throughout Ireland across a bumper weekend of fun activities in-store.
Christine Heffernan, Corporate Affairs Direct at Tesco Ireland, said, “At Tesco we understand the stresses of modern life and as the Easter school holidays are approaching, we’re on hand to help Mums, Dads and grandparents planning to spend time together that little bit easier.
“Tesco stores across the country will host a series of fun-filled family activities from Friday 7th to Sunday 9th April including supporting the Great Irish Bake for our charity partner Temple Street and hosting a lucky dip Golden Egg giveaway to give families across the country the chance to win one of 27,000 prizes which include exclusive entry to either Fota Wildlife Park, Cork or Rathbeggan Lakes, Co. Meath, “ she continued.
Tesco’s Easter campaign, which launches this week, illustrates how Easter eggs can bring people and families together and is Tesco’s way of helping families across Ireland make more of Easter. Parents and grandparents can also engage with the hashtag #MoreThanAnEgg to engage with more competitions, fun games and videos so keep an eye out on Facebook, Twitter, Instagram and Pinterest for more. For Easter recipes and more visit Tesco.ie.
All 148 Tesco stores across the country are taking part in the national baking event, which aims to raise a total of €100,000 over the weekend, to support the cost of constructing a new state of the art Ultrasound System and the purchase of new equipment for the Ear, Nose and Throat Department.