Golden Crumpets Social Engagement

Everyone has an opinion on a crumpet.

Golden Crumpets - Social Engagement Strategy & Creative Concept

Golden needed a way to make its social content more engaging — not simply more content to fill the feed.

The opportunity was to find something that would give people a genuine reason to interact with the brand.

We found it in a behaviour that already existed around the product. Everyone has their own way of eating a crumpet — and usually an opinion about everyone else’s. Honey or jam? Sweet or savoury? Classic butter or something more controversial?

That insight became Let’s Settle This — a social engagement idea built around participation rather than passive viewing. Polls, rankings and playful debates gave people an easy way to pick a side, disagree and share their own take, while keeping the product naturally at the centre of the conversation.

I developed the creative approach and visual language to show how the idea could work as an ongoing social format rather than a one-off execution.

Instead of finding more things for Golden to say, we found more reasons for people to respond.

The challenge wasn’t finding more things for Golden to post. It was finding a reason for people to care enough to interact with them.
The answer was already sitting in the product.
Crumpets are simple. How people eat them isn’t. Everyone has their own combination, ritual or strongly held opinion about what belongs on top.
Rather than inventing a reason for people to engage, we tapped into a behaviour that already existed and made it the starting point for the social approach.
The conversation was already there. We just needed to give it somewhere to happen.
Those everyday crumpet debates became Let’s Settle This.
The idea was deliberately simple: take the little disagreements people already have around crumpets and turn them into social content people would instinctively have an answer to.
Honey or jam? Sweet or savoury? Which toppings belong in the golden tier — and which should never go near a crumpet?
Polls, rankings and head-to-head debates gave us different ways to explore the same idea, with every execution keeping Golden and the product at the centre of the conversation.
The product gave us the subject. People’s opinions gave us the content.
The content was designed to do more than be looked at. Every execution needed to give people an easy way in.
That meant creating formats people could understand instantly and respond to just as quickly — pick a side, disagree with a ranking, tag someone or add their own opinion.
I developed a flexible visual approach that could support different questions, toppings and debates while remaining recognisably Golden. Social mock-ups also explored how the idea could extend beyond the post itself, with audience responses becoming part of the experience.
The result was an engagement approach that could keep generating new conversations without having to reinvent the idea every time.
Don’t just give people something to see. Give them something to have an opinion on.
My Role
Senior Art Director
Social Engagement Strategy
Creative Concept Development
Social-First Creative
Art Direction
Content Ideation

Let’s settle this.

I created a simple, opinion-led concept that gave people an easy reason to join in — pick a side, compare favourites and defend their choice.

Polls, rankings and playful debates turned the different ways people eat crumpets into social content designed around participation rather than passive viewing.

The product became the conversation.

Social Concept Mockup

A year of crumpet conversations

Let’s Settle This was one direction within a broader exploration of how Golden could keep people engaging with the brand throughout the year.

I developed a range of creative ideas around different moments, behaviours and ways people naturally interact on social — from seasonal content and topping inspiration to polls, games and playful product debates.

Each execution could change, but the principle stayed the same: give people something to respond to, not just something to look at.

Different ideas. Same reason to join in.