Gluten-free brand Mrs Crimble’s has partnered with the Topless Baker for a social media campaign.
During the year-long partnership, which started on Friday (25 January), the Topless Baker will create new recipes using Mrs Crimble’s products, with the aim of introducing more cake-lovers to free-from bakery.
Video content on how to make the recipes will be shared on the Topless Baker’s Instagram stories, with a ‘swipe up’ option to take users to Mrs Crimble’s website. Pictures of the finished cakes will then be added to his main Instagram profile, which reaches close to 0.5m followers.
The Topless Baker, whose real name is Matt Adlard, will also host a Baking Masterclass with Mrs Crimble’s where fans will learn how to create bakes using the gluten-free products.
“It’s amazing to be working with someone like the Topless Baker – he’s the perfect online partner for Mrs Crimble’s. His youthful exuberance, baking talent and, of course, signature style is a great match for the fun-loving, cheeky personality of the Mrs Crimble’s character,” said Caroline Mitchell, Mrs Crimble’s brand controller at Wessanen UK.
“Everything Mrs Crimble’s does is full of joy, gluten-free and pleasing on the eye. Free-from shouldn’t ever look or taste bland, which is what we’re keen to show through the Topless Baker.”
Mitchell added that Mrs Crimble’s wanted to harness the reach of the Topless Baker’s followers, who appreciate great-tasting cake, and introduce them to its gluten-free products.
“While Mrs Crimble’s is ideal for those looking to avoid gluten for health reasons, this partnership will help to build awareness beyond our core consumers and appeal more widely to cake-lovers,” she said.