Henderson's Relish: Growing Sheffield's best kept secret into a national cult brand

Henderson’s Relish is iconic in Sheffield — a sauce with near-religious devotion locally, but little recognition beyond the city’s borders. When we took over their social channels, that fierce loyalty wasn’t reflected online. Engagement was low. Strategy? Missing. Voice? Undefined.

Over the next eight years, we reinvented it.

We didn’t just manage Henderson’s Relish’s social — we embodied it. We became the brand’s first and most passionate superfan, falling head over heels for the product and championing the remarkable love people already had for it. Every post reflected that authentic energy — never corporate, never clumsy. Just confident, warm, and unmistakably Hendo’s.

We developed a bold, audience-first social presence across Facebook, Instagram, Twitter, TikTok, and LinkedIn — built on smart tone, deep community knowledge, and fearless creativity.

We also steered the brand through multiple PR flashpoints — from serious issues to spirited debates — always with pitch-perfect judgement and a steady voice. Our tone? Authoritative but never arrogant. Playful, never try-hard. Always human.

The result?

• Organic Facebook posts with reach in the millions

• Viral fan moments and lo-fi brilliance across platforms

• A rock-solid, loyal community ready to shout about Hendo’s

• A brand that now feels not just loved in Sheffield — but properly famous beyond it