Since 2016, S&Co has been tasked with generating news coverage and brand awareness for WHERE THE PANCAKES ARE for Pancake Day with year-on-year success, taking them from a pop-up at Haggerston to 2 brick-and-mortar restaurants. 2021 exposure amounted to 42 pieces of coverage, including feature pieces in The Guardian and The Times, recipes in GQ, Delish UK and I News, and radio interviews on Times Radio and Talk Radio.