08 April 2016

Mr Kipling creates an exceedingly good distraction with brand new TV campaign

Mr Kipling is launching a new £2.5m TV campaign to help engage shoppers and fuel the nation’s love for cake

- Mr Kipling is launching a new £2.5m TV campaign to help engage shoppers and fuel the nation’s love for cake
- The TV creative encompasses the brand’s new message that Mr Kipling is an ‘Exceedingly Good Distraction’ for smoothing over any situation and heroes the brand’s iconic French Fancies 
- On air from the 11th April, the ad will be running over a seven week period and returns to the brand’s heartland with the use of the famous Mr Kipling voiceover

Premier Foods is promoting its Mr Kipling brand through a new £2.5m TV campaign, launching on air from the 11th April. The fun and emotive TV ad will promote the UK’s number one cake brand1 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’. 

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 £4m 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.   

-    ENDS    -

1. IRI Grocery Outlets, 52 w/e 20th February 2016 – Mr Kipling is worth £160.5m and has 16.6% share of the Ambient Packaged Cakes market

For further media information please contact Vicki Baker or Natasha Sharma at Cirkle on 01494 731750 or email [email protected], [email protected] 

Notes to Editor:
As one of Britain's largest food producers, Premier Foods is committed to 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, Loyd Grossman, Mr. Kipling, Oxo and Sharwood’s. The company employs around 4,000 people operating from 13 sites from across the country.

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