Mrs Crimble’s wanted to drive purchase frequency within the gluten free cake category and ultimately make Mrs Crimble, the spoon and face of the brand, famous within the category.
To achieve cut through and reach core loyalists, we set out to build a cult for Mrs Crimble’s through a targeted social content strategy. Our campaign tapped into popular culture most relevant to the audience, communicating directly in the Mrs Crimble's tone of voice.
By harnessing the power of the gluten free audience (150,000 die-hard fans) and converting them into brand advocates, we took our message to the masses, generating 19 million impressions.
