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Food & Drink
Billingtons
Wild Card was appointed by The Silver Spoon Company in 2009 to raise awareness of Billington’s unrefined sugars. Billington’s are natural, unrefined sugars which are produced by locking in, rather than refining out, the natural molasses of the sugar cane. It is this difference that gives unrefined sugars their superior flavour and natural colour.
The Wild Card campaign includes rigorous taste tests with media and cookery schools to educate on the dramatic difference between Billington's and competitor brands, supplemented with tailored key media activity. A press trip to Mauritius for Telegraph food journalist Rose Prince and TV Cook Gizzi Erskine stars in a series of 'how to' videos. Michelin-starred chef Jason Atherton and award-winning chocolatier Paul A Young have developed a limited edition Billington's Brownie. The activity delivered exceptional exposure across all target media.
Successful campaigns continue to support the baking category driving baking sugar sales up by 9% to £92.8m. Billington's baking sugars have also increased by 13% as a result of consumers realising the benefits of unrefined sugars and switching to Billington's.
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