A traditional sugar brand learns to behave like a publisher.
One campaign was never going to be enough.
DJS helped reshape the brand’s digital world across its website, recipes, food photography, social films, recurring characters and the heritage stories behind Candico.
Turn an everyday ingredient into an everyday relationship.
Sugar is familiar, useful and easy to take for granted. The brand needed a recognisable personality and enough genuinely useful material to earn repeat attention across channels.
Build an editorial universe, not a content calendar.
Recipes were conceived, made, photographed and filmed as real editorial material. T-Man brought recurring character storytelling. The Best Crepes in the World became a mini-series. Candico’s history became cinematic hero films. The reworked website gave every piece a useful home.
- Digital and content strategy
- Website rebrand
- Creative direction
- Recipe development
- Film concept and direction
- Food photography
- Social formats
Social growth against target, supported by a coherent system of stories rather than one isolated post or film.