Consumer Press: Mr Kipling Halloween
by JWT for Premier Foods
Who knew a Cherry Bakewell could be so creepy? JWT was tasked with helping to make Mr Kipling more relevant to today’s shoppers - and did this by helping them consider Cherry Bakewells, French Fancies and Viennese Whirls as a sweet treat for every occasion. The Halloween-themed campaign used the brand’s iconic favourites to create a fun print campaign that impressed with its simplicity and effectiveness. The activity was part of the brand’s Life is Better with Cake campaign, attributed with reversing five years of declining sales.