Block and Kitchen Warehouse extend the reach of Bake A Wish beyond the bake sale

Kitchen Warehouse and Block have teamed up to expand the reach of the 2026 Bake A Wish campaign, introducing a new fundraising initiative for Make-A-Wish® Australia throughout August.

The partnership sees Kitchen Warehouse become the campaign’s primary partner, with the launch of the Bake A Wish Cupcake Kit. Available for $10 in all Kitchen Warehouse stores and online, 100% of proceeds go directly to Make-A-Wish® Australia.

Each Bake A Wish Cupcake Kit contains 10 individual cupcake boxes, designed to be baked, boxed and given away, one by one, to friends, family, neighbours or colleagues. Every box carries its own QR code, turning each kit sold into 10 extra invitations to donate, raising additional money for Make-A-Wish® Australia and supporting its mission to grant wishes to children with critical illnesses.

Chief Customer Officer at Kitchen Warehouse, Simon Lamplough, said: “We’re delighted to get behind such an important initiative. Most cause-related marketing ends with the person who buys a product. This idea is built to do the opposite. The cupcake boxes are our media channel and carry the fundraising ask further than any single piece of advertising could.”

“With a Bake A Wish Cupcake Kit, anyone can bake and package their own batch of cupcakes without the need for a formal bake sale. We simply ask you to buy a kit, bake and gift wherever it’s convenient, one cupcake at a time or en masse,” said Josh Mullens, Head of (Eastern)Block.

“The Bake Sale Kit is such a wonderful and accessible way for our primary partner, Kitchen Warehouse, to help us extend our fundraising reach. We’re hopeful it will allow even more families to get involved and make an important difference to the critically ill children we support,” said Sally Bateman, CEO, Make-A-Wish.

The Bake Sale Kits are being promoted by cake decorating content creator and YouTube phenomenon, Tigga Mac. The campaign, featuring radio, online, print and point of sale, went live on 1st August.

Credits
Client: Kitchen Warehouse
Chief Customer Officer: Simon Lamplough
Head of CRM & Loyalty: Justine Murphy
Creative & Stylist: Jo-Anne Pabst
Marketing Assistant: Emma Foreman
Head of Ecommerce: Kellie Mitchell
Ecommerce Trading & Merchandise Manager: Ellie Nguyen
Performance Marketing Manager: David O’Donnell
Social Content Creator: Sarah Hanfi
Social Content Creator: Jennie Edwards
Brand Studio: Block
Head of (Eastern)Block: Josh Mullens
Senior Account Manager: Georgia Sharman
Strategic Director: Kseniya Jubber
Senior Producer: Nicole Beer
Chief Creative Officer: Mark Braddock
Design Creative Director: David Storey
Creative Team: Dav Tabeshfar, Katie Pelosi
Sound House: Fable
Senior Sound Designer: Nick Gallagher