Driving Seasonal Relevance & Brand Affinity for Bonne Maman on Pancake Day

SOCIAL MEDIA MANAGEMENT | CONTENT STRATEGY | CONTENT PRODUCTION | COMMUNITY MANAGEMENT | PAID MEDIA

Objective:

• Make Pancake Day 2025 Bonne Maman’s biggest and best yet – by driving awareness of the spreads range, inspiring engagement through user-generated content (UGC), and maximising reach and downloads of the brand’s “Get Ready for Pancake Day” recipe eBook.

Approach:

• Our strategy focused on building early momentum, leveraging seasonality, and engaging audiences across organic and paid channels with a three-pronged approach:

  Content & Community-Led UGC Drive

• A weekly competition invited followers to share their pancake creations, running from January through to Pancake Day.

• We encouraged entries across Facebook and Instagram, collecting over 250 submissions – many of which were featured in high-performing organic content.

  eBook Download Campaign

• We promoted the “Get Ready for Pancake Day” digital book heavily across paid and organic, offering free recipe inspiration featuring Bonne Maman spreads.

• Messaging was optimised mid-campaign to include direct calls-to-action like “Free” and “Download Now”, significantly boosting conversion.

Result:

+52%

39k

Full video plays!

Exceeding eBook download KPI target

18.05%

Engagement Rates seen across content