Mrs Crimble's unveils Rap Challenge on TikTok

Mrs Crimble’s, the trusted gluten-free bakery brand owned by Ecotone UK, has launched on social media platform TikTok, with an interactive Rap Challenge to bring the fun to Free From.


With a promise to ‘bake beats and delicious treats’, the Mrs Crimble’s Rap Challenge is designed to entice a new generation of cake lovers and free-from consumers on TikTok to the much-loved brand.

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Ecotone’s gluten-free hero brand is enlisting the help of influencers to spread the word, and the joy of the Mrs Crimble’s identity, by creating their own rap verse on how they enjoy their favourite Mrs Crimble’s cakes.

TikTok Rap Challenge Mrs Crimble's

Jane Dowden, aka @Mum and A Mic kicked off the challenge with a rap featuring the gloriously gluten-free Original Macaroons. The video, complete with a signature Mrs Crimble’s wooden spoon, has already generated over 1,300 views in just one day.


To boost user generated content, the influencers will encourage their followers to #BeMoreCrimbles and also create a rap about their free-from journey.  


Initial views across the entire challenge are expected to reach an estimated three million users, generating thousands of new click throughs. While the campaign remains broad, it’s aimed to reach 25-44-year-old consumers interested in health and wellness. It’s running for the next three weeks, with the winner in for the chance of securing a Kitchen Aid (in Mrs Crimble’s pink) and a one year’s supply of products to the value of £600.

Through the Mrs Crimble’s brand, we wanted to reinforce the message that gluten-free can be fun, liberating and delicious. The tongue-in-cheek wooden spoon character is full of life and passion for gluten-free baking, which brings a feel-good factor to the category that we wanted to spread through the #BeMoreCrimbles campaign. We know there is a large number of lifestyle consumers that enjoy our cakes, and so TikTok gives us that platform to spread more Crimble’s joy to those consumers, whilst also celebrating gluten-free lifestyles.   Bryan Martins, Mrs Crimble's marketing & category director at Ecotone UK


The aim of the exciting new campaign is to help cement the brand and wider gluten-free category as being fit for the masses, and fun.


Starting initially on Tiktok, the brand plans to widen the Rap Challenge into an experiential activation. The Rap Challenge will be taken out on to the streets of Leeds next month where buskers will be perform unique raps to a hip hop backing track to maximise brand awareness.

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The musicians will challenge passers-by to #BeMoreMrsCrimbles by creating their own hook or verse outlining their free-from lifestyles, and how they enjoy Mrs Crimble’s bakes and cakes. Samples of the brand’s top-selling macaroons will also be handed out to passers-by to drive trial.


The campaign was conceived and is being delivered by the brand’s social media agency, Finn.


Mrs Crimble’s was acquired by Ecotone UK in 2016. Since then, the brand has gone on to launch a growing vegan range and lower calorie, portion-controlled options.

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