Wilkin & Sons, the company behind quality conserves, marmalades, spreads and sauces brand Tiptree, has appointed Incubeta to its integrated marketing account to help the company achieve its ambitious growth targets.
The agency will support Tiptree to increase its share of voice, brand awareness and digital and in-store presence against a backdrop of an increasingly competitive and diversifying jam and spreads market.
Incubeta will land a proof of concept campaign in Q4 2025, to be followed by a larger rollout in Q2/3 2026.
Central to the work will be an insight-led approach that further understands consumer preferences and behaviours, identifies new audience segments and optimises both digital and in-store brand presence.
The Wilkin family have been farming at Tiptree, Essex, since 1757, and making quality preserves there since 1885.
Wilkin & Sons head of marketing James Procter Blain said: “Tiptree is a proud British brand with lots of consumer affinity, a reputation for high quality products and some amazing stories in our 140 year history.
“Incubeta quickly understood our brand, our consumers and our business goals – and delivered a compelling way to tell these brand stories to more consumers via a data-and insight-led approach to targeted messaging and media.“
Incubeta UK managing director Andrew Turner added: “TipTree is one of the UK’s most cherished heritage brands, and we’re excited to help shape its next chapter.
“This is about honouring the brand’s rich history while ensuring it stays relevant, distinctive and digitally future-fit to outperform not only its targets but the jam and spreads market.”
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