Fudge specialist Burnt Sugar has appointed two consultancies to handle its rebrand and marketing alongside Corixa Communications which will run a PR campaign to promote its ‘Random Acts of Sweetness’.
The campaign to be carried out by the Bristol PR agency will highlight simple acts of human kindness.
The theme has been created by Bath based brand agency The House, with Corixa being tasked to help engage consumers to nominate the best acts of spontaneous kindness.
Corixa’s initial activity will focus on Burnt Sugar’s new identity – developed by brand consultancy The Collaborators – and the launch of new ‘Stem Ginger Crumbly Fudge’.
Media coverage is planned to break from the early autumn as cooler weather heralds the arrival of Halloween and Bonfire Night – ideal time for fudge and toffee.
Matt Exley, head of food and drink at Corixa, explained: “The Burnt Sugar brand already has a strong sense of personality and our challenge is to further develop Burnt Sugar’s tone of voice.
“Our comprehensive knowledge of all media channels will be key to delivering PR results for Burnt Sugar. Online engagement is now vital for brands such this and the growing number of food bloggers and food groups on social networks form important targets.”