Supporting Local: How We Helped Launch Waltham Forest's Breaking Bread Bakery Map

A behind-the-scenes look at how social media and PR can champion East London's independent businesses

At Dove PR, we're passionate about supporting East London's small businesses - so when artist Lucy Harrison approached us to help promote her Breaking Bread project, we knew it was a perfect fit.

What is Breaking Bread?

Breaking Bread is a year-long arts project that celebrates the incredible diversity of Waltham Forest's bakery scene. Lucy spent months filming bread being made, visiting dawn shifts and speaking to bakers about their craft. The result? A gorgeous free map featuring 27 bakeries across the borough, from Turkish gözleme makers to Lucky Yu's innovative Cantonese-inspired sourdough made with congee.

But this isn't just an art project - it's a love letter to independent businesses. Every bakery on the map represents someone's passion, skill, and often their family heritage brought from around the world.

Our Role: Social Media Strategy and Press

We worked with Lucy to develop a comprehensive social media strategy across Instagram and TikTok (@breakingbread_wf), documenting bakery visits and building anticipation for the map launch. The content showcased not just the final products, but the early morning dedication and craftsmanship behind each loaf.

For the press campaign, we crafted a release that highlighted both the contemporary bakery scene and the fascinating historical connections Lucy uncovered during her research. The key was positioning this as a celebration of Waltham Forest's international food culture - exactly the kind of story local media love.

Why This Matters for Small Businesses

Projects like Breaking Bread do something invaluable for independent businesses: they create a narrative that goes beyond individual shops. Rather than each bakery competing in isolation, the map presents them as part of a rich, diverse community worth exploring.

For the bakeries involved, it's free marketing that positions them within a cultural story. For residents, it's a reason to discover businesses they might never have found otherwise.

The Results

The map launch at Lea Bridge Library was attended by bakery owners alongside local business supporters, and local councillors. The walking tour sold out immediately (though you can join the waitlist!), and there's still time to catch the exhibition running until 29 June.

Most importantly, the map is now available free in cafés and bakeries across Waltham Forest, plus online at lucy-harrison.co.uk/projects/breaking-bread/, giving these brilliant businesses ongoing visibility.

What's Next?

There are still two final events to catch:

• Exhibition: Photographs and research at Lea Bridge Library until 29 June

• Film Screening: 'Bread Makers' at the historic Bakers' Almshouses, 27 June - book here

Supporting Creative Projects

What impressed us most was how Breaking Bread secured funding from both Arts Council England and London Borough of Waltham Forest's Make It Happen grant. It shows how projects that genuinely celebrate local communities and businesses can find support - and create real value for everyone involved.

If you're a small business in East London looking to tell your story or connect with your community, we'd love to help. Sometimes the best marketing isn't about selling - it's about celebrating what makes your area special.

Dove PR supports small businesses across East London with social media strategy, press releases, and community engagement. Get in touch at victoria@dovepr.com