Mrs Crimble’s launches new ‘Not Just for Veganuary’ campaign

The tongue-in-cheek integrated campaign raises awareness for Mrs Crimble’s vegan range

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Mrs Crimble’s, the gluten-free bakery brand owned by Ecotone UK (formerly Wessanen UK), has launched a new digital campaign to take its vegan range beyond Veganuary.

Focused on the brand’s Vegan Chocolate and Vegan Coconut Macaroons, the campaign aims to convert consumers who discover the brand during Veganuary into long-term customers.

Bolstering the social media ads, Mrs Crimble’s is also working closely with 10 Instagram macro & micro-influencers. Each influencer will produce engaging, visual content for their feed, introducing Mrs Crimble’s Vegan Macaroons to their combined audience of over 250k followers.

The campaign will also be supported with further sponsored social media ads, an online shopper activation and promotional activity for the vegan ranges in Tesco and Asda.  

The activation follows a strong year for the vegan range. Mrs Crimble’s Vegan Chocolate Macaroons and newly launched, Vegan Coconut Macaroons, has attracted an incremental shopper to standard Free-From, enabling vegans to consume the category’s favourite Free-From cake SKUs. Now 1 in 10 Households buy Mrs Crimbles.  

The vegan range is expected to continue to perform well in 2021 as more customers move to a permanent vegan or flexitarian diet – mirroring the campaign strapline: ‘it’s not just for Veganuary.’

Mrs Crimble's Veganuary


Bryan Martins, Mrs Crimble’s category and marketing director at Ecotone UK, comments:

It’s no secret that vegan and flexitarian diets are becoming more common, be that for ethical, dietary or health reasons. Mrs Crimble’s has really stepped up to the mark. Living by its promise of inclusive indulgence, it has created a range that is not only gluten-free, but vegan too whilst maintaining the great taste and texture the brand is renowned for. With more people interacting with the brand online, we wanted the new campaign to reach those consumers who are curious about vegan food and bring them into Mrs Crimble’s beyond Veganuary to continue to build incremental sales.
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Mrs Crimble’s

Mrs Crimble’s is the UK’s leading gluten-free cake brand and since 1979 has been whipping up cakes, bakes and nibbles for all to enjoy. The brand is best known for its chocolate macaroons and is expanding its range of vegan-friendly cakes – making it even more inclusive.

Part of the Ecotone UK family, Mrs Crimble’s creates gloriously gluten-free baked goods using traditional recipes that never compromise on taste, texture or flavour.

Accredited as a B-Corp brand, Mrs Crimble’s is a supporter of the International Tree Foundation – a not-for-profit committed to the protection and regeneration of trees and forests to conserve habitats and protect biodiversity. Mrs Crimble’s is committed to helping with its mission to plant 20 million trees in and around Kenya’s highland forests, as well as supporting its brilliant community-led forestry and education projects across the world.

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