Candy Kittens has tapped its founder, Made In Chelsea icon Jamie Laing to star in its latest “Welcome to Plant Power” campaign, as it looks to build on its popularity among millennial and Gen Z consumers.
The film features Laing, who was recently named the new co-host of BBC Radio 1’s drive time show, immersed in the world of Candy Kittens, with him inside a packet of sweets, physically demonstrating that none of their sweets contain any “nasties” like animal gelatine.
It comes as the brand marks its first ever large-scale digital investment of £1m across a multi-mix channel strategy encompassing YouTube, Instagram, Facebook and TikTok.
It builds on the launch of Candy Kittens’ brand platform ‘No Nasties, All Good’, which aims “to educate consumers about animal products in sweets” and “show them that Candy Kittens is the answer.”
Last year, the business conducted research which found that 67% of consumers are unaware that many of their favourite treats contain animal products.
Laing founded the business 12 years ago alongside co-founder Edward Williams, and the pair are now looking to accelerate its growth with a digital first strategy designed to appeal to its Gen Z and Millennial Consumers.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
Laing said: “Social media continues to be a key focus for Candy Kittens and we’re doubling down on that this year. In this campaign, we’re challenging the sweets industry to do better, because animal gelatine is not necessary within sugar confectionary.”
“You can still achieve great tasting sweets without the use of animals so we will continue to be the brand that pushes for positive change.”
Candy Kittens co-founder Ed Williams said: “Our ambition has always been to revolutionise and disrupt the confectionary world, and our new campaign is just one example of how we strive to lead this old-fashioned category into the future.”
“We have proven that you can make sweet things with big flavour, honest ingredients and absolutely no nasties. We are proudly 100% plant powered and look forward to introducing millions of new customers to plant power in 2024.”
“We have always been one of the early pioneers in the social space, and this investment reinforces our mission to do good, for good.”
