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We Love Cake teams up with three Manchester agencies and Gluten-free star to mark Coeliac UK Awareness Week

We Love Cake rebrand by The Tribe, Manchester
We Love Cake rebrand by The Tribe, Manchester

We Love Cake has teamed up with 5-time award-winning author and gluten-free blogger Becky Excell to front its rebrand campaign this Spring.

The Bells of Lazonby brand has undergone a branding and packaging overhaul in stores across the UK and Australia and is being fronted by a new digital marketing campaign.

The Lazonby bakers teamed up with Manchester’s branding consultancy The Tribe to review its We Love Cake packaging at the beginning of the year, with the view to making it look more youthful and current.

The bakery has also been working with Fuzzy Duck Creative, also Manchester-based, who are responsible for the brands ‘Baked in joy’ digital ad campaign which will run throughout the Spring and Summer in collaboration with gluten-free expert and influencer Becky Excell.

The campaign sees Becky Excell offering the public We Love Cake slices before revealing that the cakes are gluten, wheat and milk free.
Targeting around five million consumers via social channels, the marketing will focus on a younger demographic as the new packaging lands across the market in time for Coeliac Awareness Week.

To support the digital campaign, We Love Cake has also appointed The Lowedown for a 12-month PR retainer following a successful 2023. Founded by PR consultant Emma Holgate-Lowe, The Lowedown will support the We Love Cake rebrand with creative PR and press office services.

To date, the free-from bakery – based in Lazonby, Cumbria – has been noted for its disruptive take on the category, recreating iconic household favourites with gluten, wheat and milk free recipes, with its packaging at the forefront of the channel. Therefore, it is no surprise that they have teamed up with consultancy service The Tribe to stand out on shelf once again.

Head of Brand and Marketing, Josh Boydell-Smith, said: “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’

“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.”

He added: “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.
“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 Tribe is a strategic brand and design consultancy specialising in helping brands and businesses build powerful brand identity, captivating packaging design and strategic communications. Founded by Kathryn Knowles and Emma Wilson in 2022, the pair collaborate with a host of strategists, creatives and client service professionals to develop industry leading projects and bespoke results.

Kath Knowles, Co-founder and Creative Director at The Tribe, said; “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.

“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.”