The brief was to create limited-edition packaging for some of their most popular treats but with quirky messages to evoke the spirit of Valentine’s Day. Mr Kipling have a history of releasing seasonal ranges for Halloween, Christmas and Easter, and following a successful Valentine’s Day edition of their ‘Fondest Fancies’ last year they decided to redesign all the favourites this Valentine’s Day.
The messages are reminiscent of Love Hearts and the humorous, fuzzy feeling you get when you receive a special message from your Valentine. The treats lend themselves to a play on words for the messages Fancy a kiss with a French Fancy or Love you Cherry much for Cherry Bakewells.
From Battenberg to Bakewells these treats bring Valentine’s Day to life in a fun, distinctive way that still represents the same quality and craftsmanship you expect with Mr Kipling, but with a little bit of romance and a lot of personality baked in.
Marketing Controller for Mr Kipling, Kelly Davis, says “BrandOpus definitely delivered on brief with this activation. Mr Kipling’s new special edition packs looks contemporary and striking without compromising on brand standout. They are already delivering strong impact in-store, especially when merchandised together on Gondola ends and on Valentine’s seasonal aisles. We certainly had lots of fun creating the fun and cheeky messages! These fun and engaging packs will tap into the impulse nature of the Cake category, giving shoppers a new reason to buy Mr Kipling and if it spreads a little love then all the better! Here’s to the nation having an exceedingly good Valentine’s day this year!”