Silver Spoon

The challenge: famous brand, invisible on social

Since 1881, Silver Spoon has been a staple in British baking. Yet despite a loyal and engaged social audience, much of that community existed under the Baking Mad banner rather than the Silver Spoon brand itself. While Baking Mad had built significant equity over time, it wasn’t directly strengthening awareness, affinity or consideration for Silver Spoon.

Ride Shotgun was tasked with partnering to lead the transition from Baking Mad to Silver Spoon, transforming an established recipe-focused audience into a brand-owned community.

It wasn’t just a migration. The baking category had shifted. Home baking had surged in popularity, but so had the pressure around it. Social feeds were full of perfect bakes and intimidating tutorials. Somewhere between aspiration and reality, the Silver Spoon brand had lost its place in the conversation. Simply moving the audience across from Baking Mad wasn’t enough. The brand needed a reason for people to follow, engage, and keep coming back.

The solution: strategy first, the joy of baking followed

Our social strategy team took an insight-led approach to understand how Silver Spoon could win on social. What they found was a gap between the perfection people saw online and what was actually happening in their kitchens. Real bakers didn’t need more aspiration, they needed content that made them feel capable.

That became the platform: For the Joy of Baking.

We built a Social Media Playbook in line with the brand strategy: five content pillars, tone of voice, visual direction, and a clear framework for showing up consistently. With strategy set, our creative team took over: designing posts, editing reels, and shaping both original and client-supplied imagery into content with a consistent brand feel. 

Nine months in, we hosted a full influencer shoot at our Leeds studio in a specially designed pastel pink Silver Spoon kitchen, continuing to bring the new brand personality to life by showcasing an array of baking occasions and the versatility of the product range on camera, while CGI production extended the brand into seasonal moments.

We worked in partnership with the Silver Spoon team who led a tiered influencer programme, from nano creators through to macro talent, floods feeds with authentic UGC that feels nothing like advertising. Every platform is treated differently: a consistent cadence on Instagram and Facebook, with TikTok as a fast-paced pilot for snappy tutorials and reactive trends. In-house community management runs alongside all of it, treating followers less like an audience and more like a baking club.

The impact: owned audience, owned conversation

• Engagement rates across the creator network have averaged nearly double the FMCG industry benchmark since launch.
• Recipe saves grew YOY, one of the strongest indicators that content is driving real baking intent, not just passive scrolling.

But the shift that matters most isn’t on a dashboard. Silver Spoon now has an owned audience, a content engine, and a brand voice that belongs to them. That’s the real measure of a joined-up brand strategy.