Background

Creams is the UK’s leading dessert restaurant brand. Founded in 2008, its 80 cafes across the UK offer a wide range of delicious freshly prepared desserts.


Challenge

Hudson Sandler started working with Creams in 2019, and was tasked with communicating the brand’s exciting story to support the business through its next phase of development. Our objective was to position Creams as the pioneer of a fast-growing sector of the casual dining market, as well as drive consumer demand for its unique gelato, waffles, crêpes and sundaes.

Method

We developed an intensive media outreach programme, establishing strong relationships with key commentators and influencers. Regular newsflow, corporate and executive profiling and creative brand campaigns featuring innovative, themed menus helped bring to life Creams’s exciting customer proposition. In addition we supported new café openings, generating ‘buzz’ through pre-and post-launch activity, including journalist reviews and influencer partnerships.

Outcome

Creams's position as market leader has been strengthened through over 100 pieces of coverage to date, driven by a proactive influencer and media engagement programme including tier one lifestyle coverage of new menu launches and specials, seasonal cooking tips and recipes. The company's profile within the business community has also been heightened through leveraging operational milestones and newsjacking opportunities to secure broadcast media and national print features which highlight the brand's growth in the sector and emphasise its continued relevance for consumers.

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