Mrs Crimble’s, the trusted gluten-free bakery brand owned by Ecotone UK, has launched on social media platform TikTok, with an interactive Rap Challenge to bring the fun to Free From.
Ecotone’s gluten-free hero brand is enlisting the help of influencers to spread the word, and the joy of the Mrs Crimble’s identity, by creating their own rap verse on how they enjoy their favourite Mrs Crimble’s cakes.
Jane Dowden, aka @Mum and A Mic kicked off the challenge with a rap featuring the gloriously gluten-free Original Macaroons. The video, complete with a signature Mrs Crimble’s wooden spoon, has already generated over 1,300 views in just one day.
Initial views across the entire challenge are expected to reach an estimated three million users, generating thousands of new click throughs. While the campaign remains broad, it’s aimed to reach 25-44-year-old consumers interested in health and wellness. It’s running for the next three weeks, with the winner in for the chance of securing a Kitchen Aid (in Mrs Crimble’s pink) and a one year’s supply of products to the value of £600.
Through the Mrs Crimble’s brand, we wanted to reinforce the message that gluten-free can be fun, liberating and delicious. The tongue-in-cheek wooden spoon character is full of life and passion for gluten-free baking, which brings a feel-good factor to the category that we wanted to spread through the #BeMoreCrimbles campaign. We know there is a large number of lifestyle consumers that enjoy our cakes, and so TikTok gives us that platform to spread more Crimble’s joy to those consumers, whilst also celebrating gluten-free lifestyles.
Starting initially on Tiktok, the brand plans to widen the Rap Challenge into an experiential activation. The Rap Challenge will be taken out on to the streets of Leeds next month where buskers will be perform unique raps to a hip hop backing track to maximise brand awareness.
The musicians will challenge passers-by to #BeMoreMrsCrimbles by creating their own hook or verse outlining their free-from lifestyles, and how they enjoy Mrs Crimble’s bakes and cakes. Samples of the brand’s top-selling macaroons will also be handed out to passers-by to drive trial.
Source: Mrs Crimble’s