Maynard Malone cooks up Tate & Lyle cake-making website

Tate & Lyle is launching a new virtual cake-making competition website designed by digital consultancy Maynard Malone.

Tate & Lyle originally appointed Maynard Malone in December 2008 to work on digital marketing projects. It then tasked the group with creating the site to promote its Fairtrade certification across its sugar range.

The consultancy created illustrative graphics for the site, based on Tate & Lyle’s packaging.

Visitors to the site will be able to make their own ‘virtual’ cakes, using Fairtrade-certified products including Divine chocolate, Café Direct coffee and Traidcraft raisins. The Ritz will create the winning recipe for real and serve it to the competition winner.

The website links to social media including Facebook. Maynard Malone managing director Maggie Lonergan calls the site ‘a constantly evolving content-rich site which acts as a hub for the brand’s overall marketing activity’.

The website,, launches on 15 February, ahead of Fairtrade Fortnight, which starts on 22 February.

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