Peter Bakes

Muckle Media was approached by Black & White Publishing to launch Peter Bakes, the debut cookbook of Great British Bake Off 2020 winner, Peter Sawkins.


Muckle Media was approached by Black & White Publishing in 2021, to provide public relations support on the launch of Peter Bakes, the first cookbook by Great British Bake Off 2020 winner, Peter Sawkins.

The client’s objective was to generate national and broadcast media coverage which was to focus on Peter’s book and steer attention away from his time on the Great British Bake Off.


Muckle Media devised a creative campaign which aimed to focus coverage on Peter’s life after Bake Off and cut through the noise of Super Thursday, the busiest day of the year in the publishing calendar.

As well as publishing a book, Peter attends University full time, so Muckle Media was keen to not disrupt his studies and so organised interviews and events around his lectures.

A multi-level media strategy was devised with broadcast, national, online and social media opportunities planned. Peter is an eloquent speaker and to achieve broadcast coverage was key to driving book sales.  A book tour was also created, with three sell-out events taking place in Peter’s home city of Edinburgh.


Maximising opportunities around the launch of GBBO 2021, Muckle Media offered interviews with Peter to nationals and broadcasters, and was able to steer the conversations away from the new series of Bake Off to focus on ‘what has Peter been up to since GBBO 2020’, ultimately resulting in excellent coverage for his new book.

Coverage was secured on BBC Radio 2 Zoe Ball Show, This Morning, Steph’s Packed Lunch, Times Radio, Heart FM, Sky News, The Six O’Clock Show, Sunday Times, Daily Express, Daily Mail, Scotsman, The Herald, Scottish Sun, Readers Digest, Scottish Field, Daily Record.

On the day of his BBC Radio 2 Zoe Ball interview, Peter Bakes jumped from number 44 to number 3 in Amazon’s Baking Best Seller list, and was number 49 on the Amazon overall best seller chart.