Founded in 2008, Creams has grown to circa 100 cafes across the UK, making it the UK’s largest dessert restaurant brand. Creams offers freshly prepared desserts ranging from waffles, crepes, and sundaes, and its signature Hot Pockets to cakes, sorbets, gelato,s and vegan desserts. 

Creams is operating in a fast-growing sub-sector of the casual dining sector, driven by changing consumer preferences and a desire for unique and indulgent experiences. 

In the last three years, the brand has strengthened its senior team to support its rapid growth plans, with several new appointments including Everett Fieldgate as CEO.  

The account will be led by Red Brick Road’s Head of PR, Katie Rispin, and Account Director, Max Fairhurst. 

The agency’s brief is to bring the brand proposition to life, specialising in delivering those everyday moments of joy using ‘attention-grabbing’ disruptive ideas. The account will cover a press office function across both corporate and consumer disciplines, in addition to creative-led campaigns.

Simran Sablok, Creams Chief Marketing Officer, said: “The appointment of Red Brick Road marks our desire to continue driving a step change in our communications for the Creams Cafe brand. We were inspired by the work Red Brick Road has done with some of its cutting-edge client base and saw great synergies in their work and our brand ethos.” 

David Miller, Red Brick Road’s CEO, said: “The team at Creams gave us a brilliant challenge to position the brand competitively against its rivals and use culture to build relevance and meaning among a younger audience.

It’s going to be a big year for Creams, as it pushes forward on its trajectory of growth, with some interesting collaborations, some brilliant NPD, whilst navigating ongoing challenges that high inflation causes and regulations present for indulgence brands.”