Secret Recipe, the lifestyle cakes and cafe chain has extended its partnership with digital network Lion & Lion in Malaysia for another year after a two-year successful partnership accelerated the brand’s fan base growth on social platforms by 49%. 

In the next phase of the partnership, Lion & Lion will roll out the brand’s next campaign, The Secret Recipe to Happiness, Celebrating 22 years of Sweet Moments, to position Secret Recipe as a brand that has a strong brand heritage, and that resonates with happiness, celebrations, family and birthdays.

Lion & Lion will continue to increase Secret Recipe’s current fan following, reach and engagement for the brand on all social platforms by managing it’s Facebook, Twitter and Instagram accounts. The campaign will run until June 2020. 

Said Evelyn Lee, Senior Marketing Manager from Secret Recipe, “Lion & Lion is not just a trustworthy agency, but also a strategic partner that has built an online presence for us and continues to help us understand our customers better. As digital is fast becoming the main platform where consumers interact with brands, it’s important for us to not only be part of conversations online, but also to shape and steer them to build positive affinity for the brand. Lion and Lion has helped us achieve  this,”. 

In the last two years, Lion & Lion has successfully helped grow Secret Recipe’s Share of Voice on social media by 49%, improved response rates by 7%, and increased engagement with fans on Instagram with an organic fan growth of 20%. Lion & Lion also launched the brand’s Twitter account and grew its fan base by a straggering 700% in a year.     

Said Jeppe Carlsen, Managing Director at Lion & Lion in Malaysia “Secret Recipe is a brand that most Malaysians associate with birthdays and celebration, and many of them have grown up eating their cakes as they have been part of the Malaysian celebration tradition for 22 years now. We want to re-ignite those memories for consumers and we are excited to continue testing and innovating with platforms to keep the momentum going  for Secret Recipe,”” he said. 

Founded in 1997, Secret Recipe is renowned for its extensive range of fine quality gourmet cakes. It has since evolved to become one of the fastest growing lifestyle cakes and café chain in the region with over 440 café outlets to date. 

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Ranjini Larsen

Senior Corporate Communications Manager