The Hummingbird Bakery's Pride Collection: Celebrating Love With Purpose
At Strong Social London, we’re passionate about crafting campaigns that not only look good, but do good. One of our most meaningful projects this year was working with The Hummingbird Bakery on their annual Pride Collection. Designed to celebrate love, diversity and community, this campaign combined joyful creativity with purposeful partnerships, bringing colour and connection to every corner of the brand’s digital presence.
Bringing the Vision to Life: Creative Direction & Visual Storytelling
For this year’s Pride campaign, we took a fresh, hands-on approach to the visual identity. Working closely with The Hummingbird Bakery’s in-house photographer, we led on styling and creative direction for a brand-new shoot that captured the joy, colour and heart of the Pride Collection.
From selecting props and backgrounds to directing the shot compositions and styling the bakes, every detail was carefully considered to ensure the visuals felt vibrant, cohesive and celebratory. The resulting imagery formed the core of the campaign used across social media, newsletters, website assets and paid ads—to create a consistent and uplifting message that truly resonated with the audience.
Community-First Campaigning: Influencers, Drag Artists & Charitable Giving
To amplify reach and authenticity, we partnered with key London-based influencers and drag artists who reflect the spirit of Pride. Through joyful, organic content, they shared their own stories while spotlighting the Pride treats—adding depth and relatability to the campaign. In 2025, this influencer content reached 390.2k+ users.
We also proudly supported the Quailors Pride event in Savile Row, contributing cupcakes to celebrate the LGBTQ+ business community in a sweet and meaningful way.
Maximising Awareness Through Multi-Channel Marketing
Our role extended beyond social content, we executed a targeted marketing strategy across email and paid media to ensure visibility and conversion:
3 Pride newsletters were launched to the Hummingbird database, blending warm messaging with vibrant visuals. These emails helped drive a 24.52% increase in revenue compared to the previous year.
For the first time, we ran a Pride-themed Performance Max campaign, which delivered an impressive 7.20X ROAS, driving high-intent traffic to the Pride Collection landing page.
A Sweet Success Story
The 2025 Pride campaign with The Hummingbird Bakery was not only a success creatively, it delivered real impact. Highlights include:
390.2k influencer reach
7.20X ROAS on paid ads
24.52% revenue uplift YOY from newsletters
A meaningful donation to AKT, supporting LGBTQ+ youth across the UK
Influencer Content:
Looking Ahead
We’re incredibly proud to have played a role in bringing this joyful and purposeful campaign to life. The Hummingbird Bakery continues to lead with heart, and we’re excited to keep building campaigns that celebrate love, community and connection.
At Strong Social London, we believe in inclusive marketing that resonates, performs and gives back. Here’s to even sweeter successes in 2026.