The brief

World of Sweets is enormous — the UK’s leading confectionery wholesaler, distributor and importer, supplying over 70,000 customers across e-commerce, field sales and 14 depots. They own Hancocks, Bonds of London and Bobby’s. Despite their scale, their brand profile didn’t match their commercial footprint.

The complexity here was real. World of Sweets operates multiple brands across multiple retail channels — each with its own audience, its own publications and its own story to tell.

The approach

We developed a multi-strand PR strategy running simultaneously across several fronts. Media relations kept a constant flow of new product launches, trend commentary, retailer advice and thought leadership into the hands of key trade journalists. Forward features planning — done months in advance — ensured World of Sweets was front of mind in seasonal editorial calendars.

Sampling campaigns gave trade journalists hands-on experience of new products at exactly the right moments. A proactive press office fielded inbound requests and turned reactive opportunities into proactive coverage.

The result

Over three years of partnership: 471 items of coverage and 147 forward feature placements have built a brand that now speaks with genuine authority across every channel it operates in. Kathryn Hague, Marketing Director, described Motive as a “true partner agency” that “genuinely cares about your brand as much as you do.”