Plug-and-play marketing for hospitality brands looking to rise

Illustration of a man and woman clinking wine glasses together in celebration.

An agile, full-service marketing solution built for food-led businesses, from contract catering and restaurants to ambitious start-ups and challenger brands.

Welcome to Baked Communications

From strategy to storytelling, campaigns to content, and digital to design, we can manage the full marketing mix - so you can focus on building your business

A simple, hand-drawn illustration of a lit light bulb with lines indicating light emission.
A simple, hand-drawn illustration of a lit light bulb with lines indicating light emission.

At Baked, we slot seamlessly into your team to deliver end-to-end marketing support that’s as creative as it is commercially sharp.

With deep roots in hospitality and a passion for what makes this industry tick, we help you connect with your customers, grow your community, and drive real results.

Together, we make big ideas rise.

What we do

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Large stylised letter A from the Baked logotype
Large stylised letter K from the Baked logotype
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Large stylised letter C from the Baked logotype

  • We help you define or refine your brand. From high-level positioning and narrative to mission, values, and strategic focus. Whether you're starting fresh or repositioning, we bring clarity and direction.

  • In partnership with trusted digital specialists, we help you strengthen your online presence. From SEO and CRM management to social media and PPC campaigns, we ensure digital channels support your wider brand and business goals.

  • We embed ourselves into your team to truly understand your brand, culture and values, then use this to shape your content strategy. We brief, manage, and collaborate with creative partners to deliver content that connects and performs.

  • From first idea to final review, we manage the full campaign journey. That includes ideation, planning, creative development, activation, and post-campaign analysis, making sure everything is aligned and impactful.

  • Short-to-medium-term senior marketing support to lead brand planning, team structure, recruitment, and positive change in the marketing department. Ideal for businesses in transition or growth mode needing experienced, hands-on guidance.

Playful picture of Iona McCaie using a wedge of watermelon as a phone and smiling

About the Founder

Meet Iona, founder of Baked Communications, the perfect serve for hospitality brands that want to grow with purpose and personality. 

From a teenage start in restaurants to leading brand strategy for some of the UK’s most recognised foodservice businesses, Iona has spent her career immersed in the world of hospitality. With almost 20 years’ experience across start-ups, scale-ups, and established hospitality brands, she knows how to build marketing strategies that create change and drive real commercial results. 

She’s led in-house teams, delivered rebrands, launched new concepts, and turned bold ideas into business success. With deep-rooted industry expertise and a sharp eye for both creativity and commerciality, Iona brings clarity, energy, and a dash of tenacity to every project.

Client Testimonials

  • Two Hands Food Group logo on a lychee coloured circular background.

    From the outset, her strategic clarity and creative vision brought depth and cohesion to our marketing efforts, helping to define not just what we do, but why it matters.

    Iona was a pivotal force in shaping the marketing direction of Two Hands Food Group and its diverse portfolio of brands. What sets Iona apart is her genuine passion for food and beverage businesses - she brings a deep appreciation for the role food plays in people’s lives, and the passion it takes to deliver something great. This understanding shows in every brand story she helps craft. She excels in connecting the emotional and experiential aspects of food with smart, commercially sound marketing.

    Iona works with integrity, energy, and an unwavering focus on what resonates with people. She combines strategic thinking with a warm, collaborative style. Working with her was a joy and a career highlight.


    Christna Ronsyn, MD at Two Hands Food Group & Dorothy and Marshall

  • Vacherin London logo on a lychee coloured circular background.

    In just 10 months, Iona completely transformed the way marketing was perceived and delivered at Vacherin. She was a breath of fresh air with her clear, insightful, fun approach and quickly got all the key team members on board to deliver an impactful programme of communication, promotions and activations.

    Iona brought clarity to the Vacherin vision and values, built strong foundations, and elevated the business’s confidence and respect for the marketing function. As a result of her time with us, we now have a strong platform of B2B and B2C communication that adds value, engages, and brings results.


    Phil Roker, MD at Vacherin

  • ROUTD Technology logomark on a lychee coloured circular background.

    I have worked with Baked Communications for over a year. Iona is an incredibly diligent, detailed, and flexible colleague. Great ideas coupled with great execution. Her understanding of marketing is truly impressive.

    Tevin Tobun, Founder and CEO at ROUTD Technology

Illustration of a woman with sunglasses on, holding a wine glass in one hand and a baguette in the other

Get in Contact

Looking for a marketing partner who gets hospitality?

Whether you’re cooking up a new idea or need a hand with the day-to-day, we’re here to help.

Simply fill out the form, telling us a little about your business and where you need support, and we’ll be in touch.

Email us directly at hello@bakedcommunications.com

or call (+44)7855 797 565