Sweet success for Leeds' Lucre

Simon Austin's picture
by Simon Austin
Cake Crew

PR and content agency The Lucre Group has been appointed by the UK’s largest independent manufacturer of private label cupcakes.

The Cake Crew produces and supplies own-label cakes to major multiple retailers and discounters. It has appointed Lucre to support the launch of its first branded cupcake range, Beautifully Crafted - a range of premium, hand-finished cupcakes.

The agency has been appointed on retainer to help build The Cake Crew brands across consumer media, trade and digital channels, which will include sampling, video and social media management, through to influencer and media relations. 

Bill Smith-Coats, Business Development Director at The Cake Crew, said: “Having worked with Lucre in the past, they were my go-to for this piece of work. 

“I’ve always been impressed with their creativity, tenacity and knowledge for the food sector. We have big plans for The Cake Crew and Lucre are the perfect partner to help us deliver our consumer and trade plans effectively.”

Tamarind Wilson-Flint, Lucre co-owner and Director, added: “Aside from the fact that their cakes look and taste gorgeous, this latest win is a great addition to our Lucre Food & Drink portfolio. 

“From pies and vegan cheese to restaurants and bars, our experience in second-to-none and the fact that we have worked with Bill in the past, is testimony to the quality of our work.  We can’t wait to introduce the brand and help ensure it becomes a household name in the coming months.”