Media

28 February 2012

Premier Foods repositions its Mr. Kipling brand and launches new TV ad

-

Premier Foods, home to some of Britain's best loved brands, will unveil its new Mr. Kipling TV commercial on prime time television on Tuesday 28 February as part of a new marketing campaign to reposition its brand.

Mr. Kipling is Britain's best selling cake brand*¹ and the new 30 second TV spot tells the story of a family scene created by a Grandma at home with her grandchildren and her magic tin.

The company is launching its new TV commercial to mark a re-positioning of its brand as well as a significant up-weight in marketing which aims to broaden its appeal from traditional cake to a convenient snack, targeting mothers.

Mr. Kipling has also reinvigorated its packaging with a more colourful and food focused design with new products such as Sweet Shop Specials featuring Fruit Salad Mini Batts and Pineapple Slices.

The TV spot has been created by the creative business, 101, whose founders, including Phil Rumbol and Richard Flintham, are the makers of some of the most memorable TV ads of recent years including Cadbury's drumming gorilla, Sony Bravia's multicoloured bouncing balls and the Skoda car cake.

Iwan Williams, Managing Director, Grocery and Bakery, said: "The repositioning of Mr. Kipling is a major commitment for Premier Foods and we are already seeing some success with our new products in-store.  The new TV ad is the start of a whole new marketing campaign for the brand in 2012."

The company will be releasing further details on its marketing campaign to support Mr. Kipling in the coming weeks.

-Ends-

 Note to editors:

  1. The TV ad and still images are available at: www.premierfoods.co.uk/media/tv-ads

Source:

  1. Mr. Kipling is the largest cake brand in the UK worth £165m at RSV and holds 16.5% value share of the total APC market IRI sales data 52 w/e 21st January 2012

 

 

For further information, please contact: 

Premier Foods

Lisa Attenborough, Group Director of Communications                          01727 805 716

Maitland

Tom Eckersley / Geet Chawla                                                             020 7379 5151

101

Bella Laine, PR Manager                                                                   07809 431 975


As Britain's largest food producer, Premier Foods is committed to being the 'Best in British Food' - delivering the taste the British love, with food that's made in Britain by people who understand British consumers.  We supply a range of retail, wholesale, foodservice and other customers with some of Britain's best loved brands, including Ambrosia, Batchelors, Bisto, Hovis, Loyd Grossman, Mr. Kipling, Oxo and Sharwood's . The company employs around 12,000 people operating from over 50 sites from Plymouth to Glasgow.


03 March 2012

Unbelievably good Ambrosia Rice range to drive divine snacking sales

Next article

Brands people love

You'll find one of our much loved brands in 96% of British households.

Our brands

100 years of history

When were Mr. Kipling cakes invented? Where does the name Bisto come from?

Our heritage

Playing our part

Caring for the environment, and building trust in our supply chain.

Our part

Stay up to date by email

Subscribe