Manor Bakeries is injecting food values back into Mr Kipling’s advertising and packaging as part of an £8m makeover for the cake brand, which will also include a raft of new products.
A new £5m TV advertising campaign, which breaks on Monday (January 17) and runs until early April, will for the first time put Mr Kipling to work in his development kitchen perfecting recipes for his cakes.
The food values of Mr Kipling will also be supported by
revamped packaging featuring new food and ingredient photography.
Kate Taylor, Manor Bakeries’ marketing director, said: “The impact and premium positioning is much more in keeping with the brand’s heritage of ‘exceedingly good cakes’ than the previous packaging.”
Manor Bakeries is also launching a new whole cakes range to include Carrot Cake, Coffee & Walnut Cake, Victoria Sponge, Lemon Drizzle Cake, Raspberry Swiss Roll and a Battenberg Cake. The new range will also be supported by 30-second commercials in March.
to air in March.
Other new small cake lines, including Victoria Slices, Sticky Toffee Cake Bars and Red Cherry Pies, are also being launched.