Ultimate English

Some sweet PR results for new traditional confectionery range


The client

Ultimate English is a new product line from manufacturer The Serious Sweet Company. Together with its sister company, Confection by Design, it supplies high quality ingredients and sweets to many leading food retailers including Marks & Spencer, Harrods and Asda.

The objective

Our brief was to help launch Ultimate English in the national trade and regional consumer markets, in order to support sales and build the brand’s profile.

What we did

Initially, we helped to devise a strong brand story and engage with trade media in preparation for The Serious Sweet Company exhibiting at international confectionery trade fair, ISM Cologne. We then implemented a communications plan to raise the brand’s profile with local retailers and consumers, including activity for the Spring BBC Good Food Show, which helped launch Ultimate English to consumers and drive social media engagement.


  • Almost 27 million opportunities to see
  • 40+ pieces of coverage
  • Strong engagement on Twitter, Facebook and Pinterest

This campaign paved the way for other successful and fun initiatives, including a social media competition that attracted over 40,000 entries, and great PR results from a full-size yellow jersey made of coconut ice in celebration of the Tour de France and the ‘Ultimate Yorkshire Pudding’ - a sweet version of the savoury favourite.