Candy’s Cupcakes: Earning national recognition for an online bakery
OBJECTIVES:
Candy's Cupcakes is a family-run business, owned by a wife and husband duo, based in Ashton-under-Lyne, Greater Manchester with a team of bakers, cake decorators and TikTok presenters. Candy’s Cupcakes also operates entirely online.
With a clear focus on freshness and incredible designs, Candy’s Cupcakes needed to reach an audience of people who enjoy a sweet treat but don’t have time to bake themselves - the target customer persona would be families with busy schedules but birthdays and anniversaries to celebrate. The brand also wanted to build the profile of the business, focusing on the entrepreneurial journey of founder Candice Bannister.
STRATEGY:
We focused on profiling, to enable Candy’s to join in industry conversations and position itself as a leader in the business world, as well as in the food sector. We developed a tactical product placement campaign ensuring that Candy’s Cupcakes was included in any relevant product features across a range of high profile titles including BBC Good Food, The Independent, and The Daily Mirror.
It was also important that journalists not only liked the look and story of the brand but were genuine fans of the delicious cakes as well. For this, we conducted media visits all year round, taking the products to London and securing meetings with key journalists to push the products into the correct hands. Over the two visits we met with food writers at titles such as The Guardian, The Telegraph and BBC Good Food. We also collaborated with relevant influencers helping to increase its TikTok sales and expand its reach on the app.
RESULTS:
Since starting working with Candy’s Cupcakes in 2023, Full Volume PR secured widespread media coverage for Candy’s Cupcakes, dramatically increasing brand awareness for the business.
Over 150 pieces of coverage for Candy’s Cupcakes with highly relevant media titles.
Online collaborations with influencers on both TikTok and Instagram.
Highlights included coverage in titles such as Daily Express, The Sun, Mail Online, Daily Mirror, GQ and many more.