A wooden spoon with a big personality.
I managed the social media accounts of Mrs. crimble’s, a popular UK based gluten free brand, building a lively community of gluten-free cake enthusiasts. Alongside creating playful, on-brand content for the social pages, I sourced and teamed up with influencers like Matt Adlard with whom we hosted events that brought the brand’s quirky charm to life, and popular gluten free influencers to expand the brands reach.
Beyond content creation, I actively managed the community, keeping a finger on the pulse of conversations, answering questions, and sharing valuable insights with the product team. The project wasn’t just about maintaining Mrs. Crimble's unique tone of voice-it was about continuing the whimsical narrative of Mrs. Crimble's (the spoon), her husband Geoffrey, her friend Tina, and Tina’s personal trainer, Steve. Bonkers? Yup! But it’s proof that strong brand positioning can work wonders-Mrs. Crimble's has broken free from the “boring” free-from category and is adored by gluten eaters too! Isn’t that great, Poppet?
Creative copywriting
Every piece of communication, from captions to community engagement, was crafted to maintain a consistent tone of voice and bring the brand narrative to life. By creating strong content pillars, I ensured the brand’s key messages were not just shared but resonated across all channels. This approach kept the storytelling cohesive, strengthened the brand identity, and made every interaction feel unmistakably Mrs Crimbles.
concepting & design briefing
A massive part of the brand identity was visual, and I played a key role in bringing it to life. I managed asset creation from initial concept and briefing through to final sign-off with the design studio, ensuring all visuals were on-brand, eye-catching, and unmistakably Mrs. Crimble's.
Community management
As you’d expect from any wooden spoon with a family and a big personality, Mrs. Crimble's came with a loyal community of gluten-free fans. I managed these social communities across all channels, handling everything from engaging with followers and running giveaways with influencers to collaborating with global brands like Mr. Wonderful.
In addition to keeping the conversation lively, I tracked and reported on common themes within the community, sharing insights with the product team at Mrs. Crimble's. I also managed negative comments, ensuring happy customers, and reducing escalations to customer care.
