Mrs Crimble’s, the gluten-free bakery brand owned by Ecotone UK, is launching its first autumnal campaign to date, encouraging shoppers to relax with its gloriously gluten-free baked goods.
Today the brand unveils the digital activation titled ‘#NoFilter’, encompassing a range of video animations across Facebook, Instagram and YouTube themed with autumnal colours. The campaign encourages shoppers to ‘eat like nobody is watching’ and take a relaxing moment. It will highlight the core range alongside its recent innovations in vegan bakery.
Alongside the campaign launch, the brand has secured a new listing for its decadent Deeply Dippy Choc Macaroons into Sainsbury’s. Available in a 6-pack, the classic gluten-free macaroon is smothered in rich choc, perfect as an evening treat.
The digital activity will run until the 31 October, and will target Mrs Crimble’s fans and shoppers interested in flexitarian and gluten-free foods. It is set to reach over 6.5m social media users.
This runs alongside key in-store promotions across the range of gluten-free baked goods. It will also support Mrs Crimble’s latest product launch in Tesco, Vegan Oaty Bakes with Chocolate.
“As the summer months draw to an end and the days get shorter, Mrs Crimble’s is there for the consumers looking to relax at home and indulge in a great-tasting treat. Digital campaigns have been highly effective for the brand and we’re confident this investment will keep Mrs Crimble’s front-of-mind during a key sales period for cake.”
Mrs Crimble’s autumnal focus follows marketing activity for Veganuary (January) and Coeliac Awareness Week (May) where the brand saw good success, with key growth in awareness with a younger demographic. The September focus is the first for the brand and will piggyback on the previous success of the campaigns to continue to boost brand awareness and drive penetration for the gluten-free champion.
Mrs Crimble’s is the UK’s no.1 free-from cake brand with an increasing brand share. It focuses on making delicious and inclusive baked goods loved by all ages.
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 recipes that never compromise on taste, texture or flavour.
Mrs Crimble’s is a supporter of Fareshare UK, a British charity focused on fighting hunger and food waste by redistributing surplus food to frontline charities.
Ecotone UK (formerly Wessanen UK) is a natural and organic food company, with pioneering food brands in expanding market segments, including:
· The UK’s first Fairtrade tea company, Clipper Teas, which makes natural, fair and delicious hot beverages and created the world’s first fully biodegradable, non-GM and unbleached tea bag;
· Whole Earth, the UK’s no.1 peanut butter brand and manufacturer of natural and organic spreads, cereals and drinks, and
· Kallø makes market-leading, organic rice, corn and veggie cakes, as well as the UK’s fastest-growing range of stocks and gravies;
· Mrs Crimble’s, the gloriously gluten-free cake brand that makes delicious baked goods for all to enjoy.
Ecotone UK has been B Corp certified since 2018 and champions its mission, ‘Food for Biodiversity’, through a commitment to protecting the living planet for current and future generations. It is focused on providing food that is good for people and the planet and conducts its business in a sustainable way.
These principles are channelled through its involvement with its subsidiaries, and the brand is accredited by or a member of a range of industry bodies and associations including; B Corp, Fairtrade Foundation; Soil Association; UK Tea & Infusions Association, and the Organic Trade Board.