Mrs Crimble’s expands #NoFilter campaign with autumn push

Mrs Crimble’s, the gluten-free bakery brand owned by Ecotone UK, is launching its first autumnal campaign to date, encouraging shoppers to relax with its gloriously gluten-free baked goods.  

The brand unveils the digital activation titled ‘#NoFilter’, encompassing a range of video animations across Facebook, Instagram and YouTube themed with autumnal colours. The campaign encourages shoppers to ‘eat like nobody is watching’ and take a relaxing moment. It will highlight the core range alongside its recent innovations in vegan bakery.

Alongside the campaign launch, the brand has secured a new listing for its decadent Deeply Dippy Choc Macaroons into Sainsbury’s. Available in a 6-pack, the classic gluten-free macaroon is smothered in rich choc,  perfect as an evening treat.

The digital activity will run until the 31 October, and will target Mrs Crimble’s fans and shoppers interested in flexitarian and gluten-free foods. It is set to reach over 6.5m social media users.

This runs alongside key in-store promotions across the range of gluten-free baked goods. It will also support Mrs Crimble’s latest product launch in Tesco, Vegan Oaty Bakes with Chocolate.

Vicki Hazel, Mrs Crimble’s brand controller at Ecotone UK said:

“As the summer months draw to an end and the days get shorter, Mrs Crimble’s is there for the consumers looking to relax at home and indulge in a great-tasting treat. Digital campaigns have been highly effective for the brand and we’re confident this investment will keep Mrs Crimble’s front-of-mind during a key sales period for cake.”

Mrs Crimble’s autumnal focus follows marketing activity for Veganuary (January) and Coeliac Awareness Week (May) where the brand saw good success, with key growth in awareness with a younger demographic. The September focus is the first for the brand and will piggyback on the previous success of the campaigns to continue to boost brand awareness and drive penetration for the gluten-free champion.

Mrs Crimble’s is the UK’s no.1 free-from cake brand with an increasing brand share. It focuses on making delicious and inclusive baked goods loved by all ages.


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