Mr Kipling has kicked off a £2m campaign that focuses on “real, human stories”, as the brand unveils a new look including the return of its original logo.
Making its debut today (19 March), a new TV ad shows a young boy at a family gathering. He makes a number of failed attempts to steal a Mr Kipling cake from the adults before getting his hands on an Angel Slice – which he takes home for his sister.
The 40-second clip will run for six weeks, as the Premier Foods brand rolls out revamped packaging featuring new product photography, a “more intuitive” colour pallet and a return to the original Mr Kipling logo.
The push was “rooted in a life truth”, said Premier marketing director Helen Warren-Piper. “Sometimes it’s the little and seemingly insignificant things in life that can mean the most.”
The marketing activity reinforced “the long-held territory of ‘Exceedingly Good Cakes’ and closely reflects the way consumers talk to us about their love for Mr Kipling”, she added.
The brand, which last year saw value sales dip 2% to £151.4m [Nielsen 52 w/e 9 September 2017], launched Unicorn Slices in early March as an exclusive for Asda, and had since sold more than 270,000 packs, it said.
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