FDBusiness.com

Mr Kipling Launches New £2.5 Million TV Campaign

 Breaking News
  • Müller Revolutionises the UK’s Favourite Yogurt Brands Müller is set to revolutionise the UK yogurt category with new and improved recipes for the nation’s two favourite yogurt brands, Müllerlight and Müller Corner[1]. The dairy company has also revealed details of its biggest ever marketing campaign. As the business continues to strengthen its core brands, and inspire people to live healthier and happier lifestyles, [...]...
  • Guardians of Grub Crusade to Beat Food Waste A bold new industry campaign has been launched to tackle nearly £3 billion worth of food that is wasted every year across the entire UK hospitality and food service sector, of which 75% could have been eaten. The Guardians of Grub campaign was developed by WRAP as part of its ambitious work to cut food [...]...
  • Olleco Awarded Royal Warrant ABP Renewables Division, Olleco, the UK’s leading supplier of cooking oils and collector of used cooking oils, has become the first dedicated circular economy company to be granted a Royal Warrant by Her Majesty The Queen. The Warrant recognises the company’s work to create a ‘closed loop’ solution for the Royal Household. Olleco supplies fresh, sustainable [...]...
  • Premier Foods Plans to Increase Investment in Capital Projects and Consumer Marketing Premier Foods has reported a 0.6% rise in revenue to £824.3 million for the 52 weeks ended 30 March 2019. Group trading profit at £128.5 million was up by 4.5% compared to the previous year and adjusted profit before tax rose by 12.1% to £88.0 million. However, due to GMP pensions recognition and impairment of [...]...
  • HKScan Plans to Strengthen its Financial Position HKScan, the Nordic meat and meals company, is planning a share issue of up to €60 million to secure its financial position and to strengthen its capital structure. The planned share issue is intended to provide a strong foundation for developing the company’s business portfolio and balancing its financial situation and for building future growth. The [...]...

Mr Kipling Launches New £2.5 Million TV Campaign

Mr Kipling Launches New £2.5 Million TV Campaign
April 14
15:32 2016

Premier Foods is promoting its Mr Kipling brand through a new £2.5 million TV campaign, launching on air from the 11th April. The fun and emotive TV ad will promote the UK’s number one cake brand and its most popular products, helping retailers capitalise on the nation’s love for cake. Mr Kipling French Fancies are used within the ad to act as an ‘Exceedingly Good Distraction’ to smooth over any situation.

Kelly Davis, Mr Kipling Marketing Controller at Premier Foods, comments: “For decades Mr Kipling has been part of the nation’s everyday memorable moments and this new TV creative focuses on driving and reinforcing that emotional connection. The campaign is based on a true insight that there are everyday moments that become part of ‘family folklore’, the memories you talk about around the dinner table, and we have used this understanding to create a relatable TV ad for our target consumer.”

The first of the two ads that the brand has created with the ‘Exceedingly Good Distraction’ theme depicts three generations of a family gathering together to view a honeymoon slideshow from the newlyweds. To the couple’s shock and dismay, a photograph they don’t want the family to see flashes up, causing a highly embarrassing situation. Fortunately, Mr Kipling French Fancies are close at hand and successfully divert the family’s attention, smoothing over the situation and providing an ‘Exceedingly Good Distraction’.

Kelly Davis continues: “With some exciting activity in the pipeline, it is definitely the right time for us to return to the brand’s ‘Exceedingly Good’ strapline and the unmistakeable Mr Kipling voiceover. With cake a highly impulsive purchase, the TV ad will ensure that the brand is front of mind with shoppers and drive sales for retailers.”

Running over a seven week period, the TV ad forms part of a £4 million investment in the brand that also includes outdoor and in-store activation throughout April and May. The brand is also undertaking an ITV sponsorship which kicks off in June to promote both new and existing products.

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • June 18, 2019Multimodal 2019
  • June 25, 2019BevExpo 2019
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here



Advertisements