Project Description

Brief

Butler’s Grove is a specialist supplier of gift foods to retailers in the UK and internationally, including Selfridges. Their range of over 300 products features imaginative fruit preserves, marmalades, chutneys, relishes, biscuits, confectionery and gifts, 90 of which have won Great Taste Awards.

Brevity has managed their live tweeting and social media throughout the Great British Bake Off television series in 2015, 2016 & 2017.

Deliverables

The Great British Bake Off has millions of viewers every week and over 600,000 followers on Twitter. Every year, its contestants become news headlines and household names. Engaging with contestants on Twitter is the ideal way to gain visibility for Butler’s Grove products amongst this huge audience and here are some of the ways we’ve helped them to do just that…

  • Set clear live tweeting goals e.g. brand exposure, promotion of a particular product
  • Assigned a dedicated ‘tweeter’ for each episode
  • ‘Sketched out’ some original, captivating tweets and images in advance of each episode, coloured in with more detail as the action happened
  • Created a private Twitter list to monitor an instant feed of the hottest news
  • Followed all relevant tweeters and identified the main hashtags for the event; understanding who the key players were and how they were tweeting using this #
  • Live tweeting before, during and after the show each week

Results

Live tweeting for Butler’s Grove allowed Brevity to show our strength in social media and brand building.

  • GBBO contestants became followers of Butler’s Grove on Twitter, allowing us to engage with them about sampling Butler’s Grove products they could use in their bakes
  • 2015 contestant Ugne Bubnaityte featured Butler’s Grove Quince & Rose Petal Jelly in her Fig, Walnut and Rosemary Dark Rye Bread recipe and shared it on social media
  • Winner of The Great British Bake Off 2015, Nadiya Hussein, tagged Butler’s Grove in a post when she starred in the Eat Street event in Basingstoke
  • Butler’s Grove was followed by popular contestants such as 2016’s Selasi Gbormittah, who has over 80,000 followers (but only follows others selectively) – boosting their Twitter following
  • Connection to the TV show provided a new telesales talking point
  • Visits to the Butler’s Grove increased

“Brevity’s live tweeting campaign throughout three television series of The Great British Bake Off has definitely helped to raise our company profile. As a direct result of Brevity’s hard work and savvy social media skills, many of the GBBO contestants have followed us on Twitter and agreed to accept several of our products to try in their recipes. Brevity’s live tweeting campaign has really helped expose Butler’s Grove to a much wider audience of bakers and food lovers – as well as retailers – building our brand and driving new sales.”

Michael Jolley, Managing Director, Butler’s Grove