This year, we at Strong Social London are thrilled to help The Hummingbird Bakery celebrate a significant milestone - 20 years of bringing American baking to the heart of London. From introducing the UK to the Red Velvet craze in 2004, to offering delightful cupcake-flavoured soft-serve ice cream, The Hummingbird Bakery has become a beloved institution. To mark two decades of baking excellence, the bakery is rolling out a spectacular year-long celebration, complete with new treats, exciting events, and unforgettable moments.

A Year-Long Celebration of Sweetness

The Hummingbird Bakery isn’t just throwing any birthday party - this is a year-long celebration packed with delicious surprises. The festivities began with the unveiling of a special celebratory collection, including the launch of their Giant Cupcakes and a vibrant birthday carnival. This carnival-themed celebration was legendary, featuring new limited-edition bakes, the revival of fan-favourite flavours, and exclusive giveaways that will keep customers coming back for more.

To help promote this celebration, we worked closely with The Hummingbird Bakery on a variety of initiatives. We started by collaborating with their photographer to creative direct a new photoshoot for celebration images, capturing the vibrant essence of the carnival and the eye-catching Giant Cupcakes. These high-quality images were used across their website, newsletters, PPC campaigns, and social media channels to create a cohesive and visually stunning campaign.

We then worked on creating teaser videos for TikTok and Instagram Reels in the run-up to the launch of the Soho carnival, building anticipation and excitement among their followers. Throughout the carnival, we continued to produce engaging video content, showcasing the festive atmosphere and the delicious treats on offer.

The Content:

The 20th Birthday Carnival

The centrepiece of the 20th-anniversary celebration is The Hummingbird Bakery’s 20th Birthday Carnival, which kicked off on Thursday, June 6th, at their iconic Soho location. This month-long event is a carnival of flavours and fun, offering visitors a chance to indulge in limited-edition carnival-themed cupcakes, Giant Cupcakes, and nostalgic treats like cotton candy. The bakery even added an old-school Zoltar machine to the mix.

To ensure the launch was a success, we invited key influencers to the carnival, generating buzz and coverage across social media. We also worked with their Press Agency to organise an intimate press and influencer event on the opening night, creating an exclusive experience that was shared widely by attendees.

Strategic Partnerships and Marketing

Throughout the year, we have been partnering with other brands to run fun competitions aimed at growing The Hummingbird Bakery’s social media accounts, reaching new audiences, and expanding their newsletter database. These collaborations have helped maintain interest in the anniversary celebrations and brought new fans into the fold.

We also managed a targeted PPC campaign to promote the Giant Cupcakes, driving traffic to the website and increasing sales. Additionally, we crafted newsletters that not only celebrated the bakery’s 20th anniversary but also encouraged customers to join in the festivities by purchasing their own celebration cakes. Social media posts on all platforms have kept the conversation going, while a dedicated LinkedIn post highlighted the milestone to a professional audience. To top it all off, we wrote a blog post for the website, chronicling the bakery’s journey and the success of the 20th-anniversary celebrations which you can read here.

The Sweet Results: Impact and Success

• Influencer reach: 739.3k

• Collaborator posts with @explorethepretty (114k) and @themunchbrunchkids (103k)

• PPC search campaign for Giant Cupcakes in June: 34.33X ROAS

• Newsletter campaigns generated significant revenue

• 13 reels with 957.8k views and growing

Looking Forward: Continuing the Legacy

As we look back on 20 years of delicious success, we’re incredibly proud of the work we’ve done to help The Hummingbird Bakery celebrate this significant milestone. The 20th-anniversary campaign not only honored the bakery’s rich history but also set the stage for its continued success in the years to come. At Strong Social London, we’re excited to continue our partnership with The Hummingbird Bakery, creating more campaigns that celebrate the brand’s legacy and connect with its devoted customers. Here’s to many more years of spreading joy, one cupcake at a time!