Britain’s number one cake brand, Mr Kipling, returns to TV screens in May with a new advertising campaign for the first time since 2018. As part of the multi-million campaign, the heart-warming advert aims to generate maximum brand awareness and reinforce Mr Kipling’s hero message, ‘It’s the little things that sometimes mean the most’.
Launching on TV screens from 2nd May, the advert shares a touching moment between father and daughter, with Mr Kipling’s iconic Angel Slices taking centre stage. We see the duo start to play a joyful piano rendition of their favourite song from the late 90’s during a house move. Viewers are reminded that sometimes in life, it’s the little things that matter most, whether that’s sharing a favourite Mr Kipling cake with a loved one to cheer them up or a poignant father and daughter moment, celebrating happy childhood memories at the piano.
Yilmaz Erceyes, Chief Marketing Officer at Premier Foods, comments: “We not only want to reinforce the brand’s position in the market but also keep it top of mind for consumers, reminding them of the love they have for Mr Kipling. We believe that this advert will be effective in doing so, particularly as during testing, it featured in the top 5% of all FMCG TV advertising.
“Over the past two years, people all over the world realised they took the seemingly small things for granted; be it taking a long walk, having dinner with friends or simply sharing a cup of tea and slice of cake with family or friends. Our advert was created to resonate with those who missed spending time with friends and family in recent years, creating new memories and to highlight that sometimes little things really do mean the most.”
The launch of the TV advert coincides with the rollout of the brand’s new range – Deliciously Good – a better-for-you range of Mr Kipling cakes and pies, delivering both a healthier and great tasting product. Scoring exceptionally well in consumer taste testing, Mr Kipling Deliciously Good took three years to perfect and is Premier Foods’ first full range of non-HFSS (non-high fat, salt & sugar) branded cakes, and also marks a UK first for the cake category. The advert closes on the new Mr Kipling Deliciously Good Angel Slices pack shot and the famous brand tagline ‘Mr Kipling Exceedingly Good Cakes’.
Mr Kipling has continued to drive growth within the sweet treats market. Sales have grown +4.6% to £171m, driven by media investment, growth of its premium ranges and commitment to expanding healthier treats ranges.
Chief Marketing Officer: Yilmaz Erceyes
Marketing Director: Mathew Bird
Marketing Controller: James Watson
Brand Manager: Amy Day
Creative Agency: McCann London
Chief Creative Officers: Laurence Thomson & Rob Doubal
Chief Strategy Officer: Theo Izzard-Brown
Executive Creative Directors: Ray Shaughnessy & Dan Norris
Creatives: Elliot Lee & Rory Peyton Jones
Head of Business Leadership: Tom Ghiden
Business Director: Oscar Flintoft
Senior Account Manager: Sophie Keattch
Account Associate: Phoebe Salter
Project Manager: Jess Dee
Planning Partner: Jonathan Brown
Planning Director: Rebecca Priest
Head of Integrated Production: Sophie Chapman-Andrews
Senior Producer: Ryan Alagar
Business Affairs Lead: Hayley Littlewood
Music Supervision: Chris Graves
Production Company: Outsider Ltd.
Director: James Lees
Director of Photography: Sy Turnbull
Managing Director: Richard Packer
Producer: Joseph Taussig
Production Manager: Tom Martin
Production Assistant: Honey Cairns
Editor: Billy Meade; @ Tenthree
Senior Assistant Editor: Dave Robinson / Blaine Pearson
Colourist: Luke Morrison; Electric Theatre Collective
Sound Design: Ben Gulvin @ Wave studios
‘All the small things’ written by Thomas Delonge, Mark Hoppus and Travis Barker (Blink 182)
Piano re-record performed by Jacob Wheeler, Jim Copperthwaite and Marina Guy (Major Tom)
Craft Worldwide Post-Production:
Head of Post production: Pedro Pinto
Visual effects artists: Craft London
Source: Mr Kipling
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