ASR Group, which includes brands Tate & Lyle Sugars and Lyle’s Golden Syrup have asked creative marketing and branding agency, Brilliant to develop a new brand for their online baking community, ‘We Love Baking’. This brand development has been supported by a relaunch of the We Love Baking social channels in a bid to become a top ten destination for all things baking in the UK.

After seeing a rise in baking during lockdown, the brand aims to build on the momentum and keep novice bakers inspired with both trend led recipes, twists on classic bakes and baking hacks.

Under the tagline “Altogether Better Baking”, the brand positioning is centred around being an interactive and supportive environment where anyone - novice or expert - can better their baking skills. We Love Baking’s content will span Instagram, Facebook, TikTok and Pinterest, with a focus on the value of using good quality ingredients, where Tate & Lyle’s ingredients range will sit centre stage,

We Love Baking will act as a knowledge hub and a place for users to share their own creations. They offer to always be ahead of the game when it comes to baking trends, tips, tricks and recipes making it a useful resource for those who are part of the UK baking community, as they can integrate what they learn in their own baking and see results.

Laurra Davis, founder of Brilliant says: “Tate & Lyle Sugars came to us with a strong brief, a clear understanding of their baking audiences and a passionate digital marketing team that saw an opportunity to do something that stands out against more traditional baking channels. The result has been a bold brand, coupled with down to earth and humour filled social media content that champions all types of bakers and allows them a safe space to share not just their best bakes but their wonky bits too.”

James Whiteley, global category development director and digital lead, says: “We have been excited to welcome the Brilliant team as an extension to our digital and marketing family. From delivering against the brief, to simply getting stuck in, Brilliant are key to developing the We Love Baking platform and our broader social media muscle. Every week Brilliant deliver us a gain.”