Leeds-based Brilliant Agency has created a new brand and activation for the online baking community launched by ASR Group, parents of brand including Tate & Lyle and Lyle’s Golden Syrup.
We Love Baking, which acts as a knowledge hub and place for people to share creations, has relaunched all its social channels under the new brand, taking the tagline “Altogether Better Baking”, having seen a rise in baking’s popularity during lockdown.
The community’s new positioning centres around being an interactive and supportive enviroment for all bakers of all levels. Its content spans Instagram, Facebook, TikTok and Pinterest, with Tate & Lyle’s ingredients taking centre stage.
Brilliant Agency also has offices in London and works with brands in food and drink, including Saint Agur, Lee Kum Kee, Fox’s Biscuits, ASR Group, Very Lazy, and SKIPPY Peanut Butter.
Laurra Davis, Founder of Brilliant, said: “Tate & Lyle Sugars came to us with a strong brief, a clear understanding of their baking audiences and a passionate digital marketing team that saw an opportunity to do something that stands out against more traditional baking channels.
“The result has been a bold brand, coupled with down to earth and humour filled social media content that champions all types of bakers and allows them a safe space to share not just their best bakes but their wonky bits too.”