Working With Brands As A Baker

I used to think brand partnerships were only for huge creators, not someone running a cozy micro bakery from her kitchen table. Then I realized a lot of brands are looking for real people who make things others genuinely want.

If you bake, teach, or share useful tips, you've already built the kind of trust brands love to partner with.

My audience comes to me for honest recommendations, tried and tested recipes that actually work (for fun or for sale), and the behind-the-scenes of running a small bakery. Brands want to be part of that conversation, and when the fit is right, everyone wins.

In this post, I am sharing the collaboration paths that have worked for me, with real examples from my own kitchen.

Gifting (also known as PR)

Gifting, also called PR, is how many partnerships start, even for small creators.

A brand sends product for you to try, with no obligation to post. I treat gifted items like a new ingredient in my pantry. I test them in real bakes, see how they perform, and only share if I truly like the result.

For example, Sunrise Mill has sent me bags of their products to try, including their Pumpkin Spice Pancake Mix. I made breakfast for my family, then tested the mix again in waffles to see how it behaved with different hydration. When I shared my thoughts, I could speak from experience, not a script.

If you want to attract gifting:

• Make it easy for brands to understand your audience and your content. You can do this by pinning your favorite and most popular videos to the top of your page.
• Post clear, well-lit content that shows products in action and explain why they matter for bakers.
• Prioritize consistent, useful posts that your audience saves and shares.
• Keep your DMs open or include your email in your bio.
• Add a simple line to your bio, like "Brands: email me for collaborations."
• When a brand reaches out, ask for time to test before you post.
• Prioritize long-term trust over short-term perks and your personal brand will thrive.

Giveaways

Giveaways are a fun way to reward your community and introduce them to a product you already use.

The brand that makes the silicone oven mitts I love have gifted pairs for different giveaways on my page. I turn these into mini lessons, like "tips to keep the top pans on when using the Two Pan Method". The product becomes part of the teaching, not the star of a sales pitch, and my audience learns something while also getting a chance to win.

To run a smooth giveaway, keep the rules simple and transparent: how to enter, when it ends, who is eligible, and how the winner will be contacted. Ask the brand to ship the prize directly and confirm any regional restrictions in advance.

I also like to include a non-winner perk, such as a one-week discount code, so everyone gets value. Afterward, share the winner and show the product in use again so the brand sees follow-through and your audience sees real outcomes.

UGC (User-Generated Content)

UGC means you create content for the brand to use on their channels, websites, ads, or product listings. You are not just posting to your page (sometimes you don't even have to) -You are producing clean, clear assets that help the brand sell.

For example, I have shown the WireMonkey bread scoring lames I own, use, and love in my content, and they have shared those videos on their channels. When a brand shares that content, it exposes my work to new bakers and builds credibility.

If you want UGC work, build a small portfolio. Record tight overhead shots, in-use clips, and short talking segments where you explain "why" you love it.

Clarify usage rights and term length in writing. Even if you start with a small fee, charge for creation time and usage, because UGC is not just a post, it is an asset the brand could keep using.

Affiliate Programs

Affiliate programs are one of my favorite income streams. I only recommend products I genuinely use, then I earn a small commission when someone buys through my link at no extra cost to them.

A great example for me is NutriMill/Bosch partnership. I use that mixer on Dough Days to mix up to 7 loaves at once without strain, to mix cookie dough in bulk too, and I talk about it naturally in videos and blog posts. When someone asks which mixer I use, I can point them to a post, a tutorial, and my link.

To make affiliate links work, give context and proof. Share short clips of the product in action and explain what makes the tool different. Place links where people look for them: recipe cards, equipment lists, "Shop" pages, or on your stories or links highlights.

Be upfront with your audience about affiliate relationships and follow FTC disclosure guidelines. Track which posts convert and update them. A well-written evergreen tutorial post can keep earning for years.

Sponsored Content

Sponsored content happens when a brand pays you to create content for your own channels. This can be a single post, a series, or an integrated partnership.

I have worked with brands like Hotplate and Revolve Pizza Oven to sponsor different pieces of content. These are not one-off shoutouts. They are woven into topics I am already teaching, such as selling your loaves through online ordering or mastering pizza at home. When the content is helpful first, the sponsorship feels natural and the results are better for everyone.

If you want to land sponsored work, show brands a concept. Outline the lesson, the deliverables, and the outcome for your audience, then explain how the brand fits into that story. Use a media kit to share your performance metrics, but pair them with proof of trust, like comments, saves, and DMs with real questions. Spell out what the brand receives, how you will disclose, and how you will measure success.

You can start small and grow into longer partnerships as you demonstrate results.

Advanced Collaborations: Ads, Product Collabs, and Events

Once you have some wins, there are bigger doors you can knock on. Brands may hire you to appear in an ad or commercial because you can speak the language bakers trust. They may invite you to co-create a product, like a limited-edition flavor or a tool bundle that solves a specific pain point for home bakers.

These collaborations take more planning, but they also deepen your authority and create something memorable for your audience.

Hosting events with brands can be especially powerful. I partnered with Hotplate to host the Micro Bakery Awards and gift a lucky baker a $10,000 award. That experience brought our whole community together, shined a light on small bakers, and created a wave of inspiration and press for everyone involved.

If you pitch an event, lead with the mission, the clear benefits for the community, and what makes your audience unique. Then map the logistics, budget, and deliverables so the brand knows you can execute.

Working with brands as a baker is not about chasing freebies (although those are nice - please send me more 😉). Brand partnerships are all about serving your audience so well that the right products become part of that service.

Start with what you already love and use. Share proof, teach from experience, and keep your standards high. One genuine recommendation is worth more than a dozen forced mentions.

Over time, you will build a portfolio of partnerships that feel like a natural extension of your bakery and your voice.

If you want a deeper, step-by-step path, my mini course Monetize Your Bakery's Online Presence goes into the details. Inside, I share several other ways bakers can earn extra income, a large list of brands bakers can work with, templates for email pitches, a large list of affiliate programs for bakers, and more.

Come join me there and let's turn your baking skills into partnerships that fit your brand and serve your community.