If you’ve ever wondered whether biscuits can shift the energy of a race weekend, then MHK Racing has the answer: "Absolutely".
Why biscuits at motorsport events?
⁉️ They’re conversation starters: A branded biscuit invites a smile and a story.
⁉️ They travel well: Robust, individually wrapped, and made to order ahead for the day.
⁉️ They’re multi-purpose: Perfect for VIP lounges, partner hospitality, media drops, and fan engagement.
⁉️ They’re memorable: A beautiful keepsake that also happens to taste delicious.
The brief
The idea was simple: add a memorable, human touch to a high-octane weekend that has a clear CTA. And so we baked 100 signature branded biscuits that carried a QR code to sign up to the team's mailing list.
The reaction? An absolute storm. From mechanics to guests, from paddock whispers to grid smiles, the branded biscuits were snapped up fast! People lingered, chatted, took photos, and pocketed a keepsake that tasted as good as it looked.
This is exactly why edible branding works so well in live environments like these: it breaks the ice, invites conversation, and leaves a sensory memory that sticks long after the chequered flag.
Somewhere between the garage buzz and the grid, we spotted it: our logo, placed on the MHK Racing Aston Martin. The team chose to carry our brand on their car because the partnership felt right. For a small, values-led bakery on a mission to make 10 million people feel appreciated, that gesture meant the world. It was kindness, reciprocated.
What made this collaboration work?
🖼️ Personalised, meaningful design: We translated the team’s identity, car artwork and driver signatures into an edible format.
🏁 Perfect format for live events: Individually wrapped, easy to hand out, photogenic, and delicious.
🫱🏽🫲🏽 Thoughtful partnership: The surprise logo placement on the Aston Martin was both generous and emblematic of the trust between our brands.
🏎️ Momentum you can taste: The biscuits amplified the team’s hospitality experience and helped build connections across the paddock.
Planning your next race weekend or hospitality activation? We've got you covered with:
💡 Branded biscuits for paddock hospitality, media moments, and VIP gifting
💡Car artwork, signatures, numbers, and sponsor logos, all beautifully edible
💡UK-wide delivery, made to order, with sustainability at heart
Let’s make your next race weekend unforgettable contact us today with your bespoke biscuit ideas.
