Changing Lives One Cake At A Time…

The Challenge

Havas Red took on Luminary Bakery as a pro bono account in Autumn 2022 and haven’t looked back. Through the power of baking this charity has become a shining light, helping and supporting disadvantaged women in need across the UK.

Having the Duchess of Sussex as the charity’s ambassador catapulted this small not for profit onto the worlds stage, so when she suddenly left the UK, The Luminary Bakery team wanted to capitalise on this sudden exposure and maintain momentum raising awareness.

The Solution

Working closely with Founder & CEO of Luminary, Alice Williams, Havas Red developed a strategic media strategy around the bakery’s offering  that truly championed the life-changing work of this fantastic social enterprise.

From Christmas to Valentines Day and from Easter to Spring, Havas Red sold in the bakery’s various delicious recipes garnering strong UK national coverage. While maintaining an always on press office mechanic, Havas Red also profiled Alice, along with a handful of strong Luminary Bakery women case studies to key lifestyle and consumer press.

Through our on-going press office we’ve helped raise awareness around the bakery while allowing Alice and her team to focus on their work.

The Results

Over 20 pieces of coverage
Over 40M opportunities to see