28 February 2012
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.
Note to editors:
For further information, please contact:
Lisa Attenborough, Group Director of Communications 01727 805 716
Tom Eckersley / Geet Chawla 020 7379 5151
Bella Laine, PR Manager 07809 431 975
28 February 2012
03 March 2012
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