Food Network’s social platforms went all out to celebrate Season 2 of Harry Potter: Wizards of Baking. From sneak peeks and team spotlights to playful games with James and Oliver Phelps from set. The social rollout brought fans deeper into the Wizarding World with a front row seat to all the action of the second season. Behind-the-scenes TikTok trends, magical baking recipes, nostalgic cast reunions, influencer campaigns, social giveaways, and weekly episode teases kept audiences buzzing from premiere countdown to finale. Across TikTok, Instagram, Facebook, and YouTube, Food Network delivered a rich mix of interactive content, helping viewers feel like they were right inside Hogwarts—wands, whisks, and all.
The Harry Potter Wizards of Baking social campaign combined the global fandom of the beloved Harry Potter franchise with the power of Food Network’s programming, particularly the Q4 holiday lineup. The strategy was to super-serve fans across both groups for maximum awareness and excitement and drive a global conversation. Planning began before the series even shot across multiple departments and divisions within WBD to ensure a robust, cross-promoted and coherent campaign. For Harry Potter fans, exclusive content was shot from iconic and familiar places, as the series was produced at Warner Bros. Studios Leavesden, including amidst the backdrop of Warner Bros. Studio Tour London – The Making of Harry Potter, on some of the original sets where Harry Potter's journey was brought to life on screen. Close collaboration with Harry Potter social platforms, series cast and competitors, WBD divisions and departments helped maximize the reach of all assets thanks to diligent planning and to the many teams working together for the global roll out. Season One’s social campaign was recognized by the 2025 Webby Awards, winning a People’s Voice award in the Social, Food & Drink Campaigns category.
Social content across platforms garnered 163M video views, up 12% over season one’s campaign in 2025. The linear series continued to see growth throughout its second season, adding to Food Network ending the year tied as the #2 ad-supported non-news/sports cable network in Prime.
