Brilliant, now part of Brand Revolution, is celebrating a major win following successful pitches for Jacksons of Yorkshire and Lottie Shaw’s – two brands from the William Jackson Food Group.
The agency will now lead on social media strategy and content creation for the pair, helping to support their brand growth and awareness across key platforms.
Jacksons is the fastest growing brand in the UK bread category, while the recently acquired Lottie Shaw’s is an up and coming name in baked goods, famous for its Yorkshire Parkin.
The partnership comes at a pivotal time for both brands, with Lottie Shaw’s recently completing a brand refresh and Jacksons embarking on their first ever TV advertising campaign.
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For Lottie Shaw’s, Brilliant’s role will be to help develop and support this rebrand while also growing awareness through engagement activations. Lottie Shaw’s is also seeking a slightly younger demographic, and Brilliant will be looking to foster this community through more proactive content.
For Jacksons of Yorkshire, Brilliant has been brought on board to help amplify and bring their upcoming TV commercial to life on their social media channels, as well as creating supporting ‘always on’ content to raise brand awareness and keep audiences engaged.
Rachael McWilliam, marketing manager of Jacksons Bakery, said: “We chose to work with Brilliant based on their enthusiasm, shared values, and of course their specialist social media expertise. They came to us with a clear understanding of what Lottie Shaw’s and Jacksons stand for, and showed that they could bring the brand to life. We’re very excited for our new partnership.”
Mike Davis, managing director of Brilliant, added: “We’ve been big fans of both Jacksons and Lottie Shaw’s, two brands deeply rooted in Yorkshire’s rich baking heritage. To now play a part in their marketing at such exciting milestones is a real privilege. With Jacksons launching their first TV campaign ever, and Lottie Shaw’s unveiling a bold new identity, it’s a fantastic opportunity to support two much loved brands as they grow and evolve.”
The new partnership further cements Brilliant’s reputation as a go-to agency for social media strategy and content creation, with the brands joining a growing portfolio that includes other household favourites such as Ferrero, Thorntons, Fox’s Biscuits and SPAM®.
