Tate & Lyle makes £0.5m investment in Baking Dreams campaign to ensure ‘survival’ in competitive market
Tate & Lyle Sugars has invested £0.5m in its latest campaign as the sugar company looks to cement its place in an increasingly competitive market.
The ‘Baking Your Dreams Come True’ campaign, which offers five budding bakers the chance to win £5000 to kick start a baking business, launches tomorrow (10 April) with a one day pop-up event in London, encouraging would-be bakers the chance to share business plans with a panel of advisors.
Marion Bignone, senior brand manager at Tate & Lyle Sugars told The Drum that the new campaign aims to raise the brand’s “baking credentials” and educate consumers on using different kinds of sugar. “Baking dreams is about telling our shopper that sugar is more than just sweetness – it is to bring to them the whole world of flavour from golden and brown sugars.
“We launched this range of sugar [Taste Experience] a year ago with Cake Hotel so we want to carry on the story and educate to give something else to our shoppers. The campaign is really there to increase the baking credentials of Tate & Lyle Sugars, to help people to get to the next stage of their baking and to realise their baking dreams.”
Bignone said that the new campaign, which now forms the heart of the brands marketing strategy to invest in the consumer, aims to ensure the company's future.
“This campaign is about surfing on the baking trend, making sure we’re giving the right products and making sure we are fit for the future.
“This is a competitive market and the world is opening up. More brands can come in and we need to prepare ourselves; we need to make sure we earn more from the same product – so for example white is quite standard... and a price you can’t really move on so it’s better to grow into... value added products, so golden and brown [sugars] and Lyle’s Golden Syrup, are a really, really keen focus to make sure we survive.”
Bignone said that ‘Bake Your Dreams Come True’ is different to anything that the sugar company has done before as it “invests in people” rather than “just being about us”.
Marketing for the campaign includes promotion in-store, on-pack, print, online, social and PR and includes a call-to-action ‘Win’ message on four million limited edition packs of Tate & Lyle baking sugars and 500,000 Lyle’s Golden Syrup.
The brand is also investing in social, hosting the first of two live Q&A sessions on Friday for its Facebook community, with the Clandestine Cake Club answering questions about the competition and offering baking tips and hints, ahead of a session next month hosted by the Meringue Girls.
Bignone added that she hopes the new campaign will give Tate & Lyle stand-out brand recognition and place it firmly at “the heart of a new generation of British bakers and their aspirations”.
The edible 'Bank of Baking' event is open tomorrow (10 April) at the Truman Brewery in East London, from 11am to 5pm and includes over one hundred pieces of edible art.