Submitted by: Jess Taylor 15/07/2016
Thanks to television programmes such as The Great British Bake Off the UK has caused a dramatic increase of aspiring bakers, the leading sugar brand ‘Silver Spoon’ (and sub-brands such as Nielsen-Massey and Billington’s) capitalised on this surge of home baking. Therefore, silver spoon undertook a year-long partnership with leading food magazines such as ‘BBC Good Food’, ‘Olives’ ‘Delicious’, ‘BBC Easy Cook’ and ‘Radio Times’.
Silver Spoon worked closely with Immediate Medias creative team to create a bespoke double page advertorial spread on every month’s edition. The campaign was ‘Bake with the Best.’ Focussing on UK regional recipes throughout the year. These directed people towards www.bakingmad.com which was stocked with additional content. This was also supported by the food magazines corresponding websites with ‘how to bake with the best’ videos and competitions. All combining to create an ultimate push across food portfolio.
Increased clickthroughs to the brand’s BakingMad.com site ranged from 8% to 31% across different pages.
iPad activity delivered on average 7% more unique visitors each month, with this audience spending 35% longer than average at the site’s ‘Bake with the Best’ section.
Multi-stage effectiveness research revealed that the biggest shifts in opinions were for its less well-known brands Nielsen-Massey (awareness up 13%) while purchase consideration of its Billington’s unrefined sugars also rose 13%.
A shift from caster to golden caster sugar in editorial recipes resulted in a knock-on, positively disproportionate effect on Silver Spoon’s business growth.