Building Tate & Lyle’s very own influencer
Services
Social Media / Influencer Marketing / Brand Strategy & Design / Content Creation / Photography / Video
The Brief
First created in 2010, We Love Baking is a community-based social channel from the ASR Group, designed to promote its products Tate & Lyle Sugars and Lyle’s Golden Syrup through recipes, advice and contributions from its passionate fanbase!
Or at least, this was the idea…
When ASR came to us in 2021, We Love Baking’s channels had been inactive for almost a year.
And with 275k followers on Facebook, they were something of a sleeping giant.
Our mission then, was to reawaken and revive them, making We Love Baking the premier community for bakers around the world.
Initially, we were given a branding brief, as ASR wanted to bring We Love Baking back with a distinct social presence that stood out from competitors.
Through a new look and feel, revised tone of voice and clearer value proposition, we would deliver a branding strategy that reinforced the channels as a community-first, interactive space.
With that as a starting point, we would then look to work towards building a lifestyle brand that celebrates, honours and connects bakers across the nation.
Our Approach
When creating our brand strategy, our research highlighted three core baking customer segments, each with varying abilities and different reasons for picking up the whisk. This insight informed the brand development, incorporating elements that celebrated both this diversity and reasons why we love to bake.
With this in mind, we built all of our original branding work around the ethos of ‘Altogether Better Baking’.
Our logos, assets, content pillars and new relaxed and witty tone of voice were all created to amplify this ethos, designed to make We Love Baking as unintimidating as possible.
This also informed our content too!
Through our in-house creative team, we’ve completely reimagined We Love Baking’s output; upping the videography and new recipe content, creating engagement-inspiring debates through graphics, and social first polls, and leveraging trends and emerging themes to position the brand at the heart of the baking community.
The Facebook and Instagram channels were relaunched in 2022, and in 2023 following further research we identified opportunities on TikTok, YouTube and Pinterest..
To increase the sense of community, we created a private Facebook group to give our most loyal fans greater access and interactivity and help us guide content themes and lead the conversation.
As a result, we now have access to a growing pool of loyal and brilliant bakers, who can provide the brand with high-quality UGC and even a bit of content creation.
Results
When we started working on We Love Baking, the Facebook page had 275k followers. However by leveraging our insight around the baking community, curating meaningful and valuable content, and on-point community management we’ve been able to build this community to over 500K fans across all their social channels.
We launched and quickly grew the TikTok account to over 100,000 followers in the first year.
Added an impressive 20% growth to the Facebook page, and within the first few months of 2024 alone we’ve grown the channels by over 30,000 people!
Our success on We Love Baking later saw us offered the opportunity to run the socials for both of their household name brands Tate & Lyle Sugars and heritage brand Lyle’s Golden Syrup.
Not only that, but the ASR Group which owns We Love Baking, has made the top 30 in The Grocer’s 2024 Top 150 Food & Drink Suppliers list – for the first time in its history!
We’re glad our work could play a little part in their success.
