Consumer: Belling recipe book provides tasty tweet

Umpf was asked to reposition Belling as a kitchen appliance brand for cooks, rather than just a functional cooking device.

Campaign: Tweet Pie: The World's Shortest Recipe Book
Client: Belling
PR team: Umpf
Timescale: March-November 2011
Budget: £10,000


  • To create a social media campaign that started an online dialogue between Belling and consumers who were enthusiastic about cooking
  • To include a CSR angle.


A call-out was issued for Twitter users to tweet recipes using #tweetpie for the chance be included in the World's Shortest Recipe Book. With FoodCycle chosen to receive all proceeds from the sale of the book, research was revealed showing that Delia Smith was Britain's wordiest chef.

The research and recipes were given to food bloggers, as well as media with the hashtag #TweetPie.

Leading food blogger Craig Dugas helped judge the shortlist of entries to be included in the book.


The campaign generated more than 70 pieces of coverage including targeted bloggers and food media, The Daily Telegraph and The Independent, and TV in the US with a CNN report.


There were more than 1,000 mentions of #TweetPie, and more than 3,000 votes cast on Belling's Facebook page. Facebook fans increased by 360 per cent and Twitter followers by 115 per cent.

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