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.


 Note to editors:

  1. The TV ad and still images are available at:


  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


Tom Eckersley / Geet Chawla                                                             020 7379 5151


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.

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