Associated British Foods has appointed CMW to handle the digital marketing business of the Silver Spoon brand following a competitive pitch.
CMW, which already handles marketing for a number of Associated brands, including Allied Bakeries, will begin by redesigning and redeveloping the Silver Spoon website.
The strategy is designed to build on its credentials as a home-grown British brand and promote the provenance of its sugar.
CMW’s remit will also include helping with the redevelopment of the brand’s tone of voice to bring together all of its future communications.
Silver Spoon is the leading supplier to the UK retail sugar and sweetener market and over the last decade, has introduced a number of innovations.
Silver Spoon assistant brand manager Nancy Sadler said: “We chose CMW as our digital partner because of its track record in bringing to life popular established food brands in the digital space. We’re looking forward to working with the team there to engage our consumers in new and effective ways.”
CMW chief executive Liz Wilson added: “Silver Spoon is a brand that’s practically a national institution. At a time like this, when baking and sugar are especially popular and engaging subjects, we’re delighted to be developing new strategies for the brand’s digital presence.”
