Cumbrian brand, Bells of Lazonby, has teamed up with award-winning author and gluten-free blogger, Becky Excell to front the rebrand of We Love Cake.
The bakery employed Manchester branding consultancy, The Tribe, to review its We Love Cake packaging at the beginning of the year, with a brief to make it look “more youthful and current.”
“We are rebranding to drive growth and gain further distribution, but mainly to better tell our our story and open ourselves up to younger shoppers. Five years ago we looked bold and new on shelf, but since others have followed, we decided it was time for a refresh to stand out once again,” said Josh Boydell-Smith, Bells of Lazenby’s Head of Brand and Marketing.
“Our branding needed to support our presence in the free from category, so it was time for us to shake things up and remind our shoppers why they really love cake.”
The branding and packaging overhaul has been launched in stores across the UK and Australia and is led by a “Baked in Joy” digital marketing campaign. This has been produced by MediaCity-based Fuzzy Duck Creative and is fronted by influencer Becky Excell.
Excell, who was dubbed “the Queen of gluten-free” by Nigella Lawson, will be filmed offering the public We Love Cake slices before revealing that the cakes are gluten, wheat and milk free.
“We embraced the exciting challenge of revitalising We Love Cake for continued future growth whilst ensuring that we bring the brand’s extremely loyal existing customer base along with us,” explained Kath Knowles, Co-founder and Creative Director at The Tribe.
“We carefully crafted and built on core brand elements – a more contemporary brand marque and the creation of a distinctive set of brand assets for use on and off pack supported by beautiful, ‘taste-first’ photography that heroes the deliciousness of the range and clearer pack navigation, ultimately solidifying We Love Cake’s category leadership and embodying their “Baked in Joy” promise.”
The new packaging will launch in time for Coeliac Awareness Week.
“The rebrand and marketing campaign ‘Baked in Joy’ is the perfect opportunity to celebrate our taste-led brand that is made in our dedicated gluten, wheat and milk free bakery,” continued Boydell-Smith.
“Becky Excell embodies everything We Love Cake is about. Driven by ‘missing out’, her work to date has changed lives and she is passionate about finding great food whatever your dietary requirements. Ultimately, we share a belief that cake shouldn’t be compromised because it’s gluten-free.”
The company has also recruited The Lowedown on a 12-month PR retainer to support the rebrand with creative PR and press office services.
