Maple syrup brand Buckwud has announced a new partnership with comedian and presenter Katherine Ryan as part of what it calls “a major brand initiative aimed at driving year-round usage and reinforcing category relevance across retail channels.”
The new campaign positions Buckwud as a premium sugar option suited to everyday consumption, rather than just seasonal peaks.
The creative centres on Katherine’s unmistakably candid style, bringing a clear message to consumers through the key visual - ‘Guess which maple syrup is Katherine Ryan’s favourite,’ with Buckwud being the obvious, and only, choice.
Ryan will front a series of content moments designed to educate and inspire consumers on maple syrup’s wider usage occasions, including coffee and tea. Her Canadian heritage adds credibility and authority, reminding consumers what real maple syrup should taste like.
Ryan said: “As a proud Canadian, I consider it a personal responsibility to rebel against the UK’s Pancake Day-only approach to maple syrup. It deserves better.
”I use Buckwud in anything that needs sweetness, warmth, or a little personality, salads, marinades, even cocktails. If you think maple syrup is just for pancakes, this is your sign to evolve.’
Michael Inpong, chief marketing officer at supplier Valeo Foods, added: “Katherine brings an exciting new energy to Buckwud. Her warmth, humour, and Canadian authenticity make her the perfect partner to communicate the brand’s versatility and natural credentials.”
The partnership will be supported across PR, social content, influencer activity, OOH, print, shopper marketing and editorial features, featuring recipe ideas and creative applications.
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