The Client

Cheeky Boy Sauces are a range of delicious, healthy, all-natural sauces with a kick. Each distinctive sauce is packed with personality and is made using a unique recipe using only fresh and authentic ingredients. The company was founded in 2016 by adventurer and food lover, Kaye Foong who wanted to add a twist to traditional recipes, and has created a range of sauces inspired by his far ranging travel adventures around Europe, Central Asia and the Far and Middle East.

Cheeky Boy Sauces needed a clear marketing strategy and direction to put the brand on the map for the wholesale and trade sector.

The Brief

The first task after being appointed by Cheeky Boy Sauces was to conduct research into the sauces market and target audiences. The goal was to build long-term visibility in front of trade buyers. Crucially, the business model is to manage distribution intelligently, without sitting on stock. We provided strategic direction to Cheeky Boy Sauces incorporating public relations, event support, stockist recruitment and engagement.

We also helped to kick start Cheeky Boy Sauce’s digital presence across social media and the website. With a focus on affiliates, we put the brand in touch with The Black Farmer, The Fish Society and Tree of Life. We supported the company’s ongoing push to secure recognition in a range of food awards and start-up business programmes, and also provided media briefing and support for television screen tests.

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