The challenge

Build awareness for the Biscuiteers Boutiques & Icing Cafés, bringing the products to life to profile the business beyond the biscuits.

The solution

Drive awareness of and traffic to the Biscuiteers icing cafés by inviting key media to trial classes (with plus ones). This included publication social media teams, who were encouraged to capture bespoke content onsite for their channels.
Use as brand awareness tactics to give journalists the opportunity to experience the world of Biscuiteers in a fun and memorable way.
Drive editorial e.g. ‘what’s on in London’ and activity guides and use the visits as an opportunity to craft larger brand features.

Results over a 10 month campaign

• 6x icing café visits from top tier titles Cosmopolitan.co.uk, Guardian.co.uk, Hello! Online, ITV This Morning and London Evening Standard (one secured with Good Housekeeping)
• 3x pieces of editorial coverage achieved following the visits with one expected with London Evening Standard
• 2x in-depth social media videos produced by Cosmopolitan.co.uk and HELLO! Online
• Bespoke social video content developed by Cosmopolitan at the brand’s icing café garnered 78K+ views, 1.1K likes, 270 comments and 267 shares
• Hello! Online featured the video on their Facebook (likes: 2,001,659) and included a recipe on the website (u.u. 1,464,705)