Additional Information


Content

Mr Kipling launches pink elephant TV campaign

Mr Kipling, the baked goods brand owned by Premier Foods, uses a giant pink elephant to make its point that life is better with cake in its latest campaign.

Share this article

JWT created the campaign, which is called 'Llife Is Better With Cake' and begins with a TV ad that aired yesterday. The ad opens with a young boy sharing his cake with an imaginary pink elephant, before ending with Mr Kipling’s "exceedingly good" strapline.

The TV spot will be backed by experiential activity, partnerships with ‘The X Factor’ and Heart Radio, and online work.

The work was created by Verity Fenner and Claudia Southgate, and directed by Bjorn Ruhmann through Blink. Carat handled the media, while Outside Line did the digital ads and Circkle orchestrated the PR campaign.

Matthew Critchley, the marketing director for cakes at Premier Foods, said: "This campaign will really put Mr Kipling back in the hearts and minds of consumers. Life truly is better with cake – and we want the world to experience that delight more often."

In July, Premier Foods’ chief executive, Gavin Darby, vowed to double the amount the that company spent on marketing between January and June, in the second half of the year, after sales fell 6.1 per cent, to £364.4 million, in the first six months of 2014.

As part of the same push, Premier Foods appointed McCann London to resurrect its Homepride mascot, Fred, for a new TV campaign.

This article was first published on Campaignlive.co.uk

This article was first published on marketingmagazine.co.uk

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

Mo than a screensaver External website

by Greg Taylor, 24/11/2014

 

What on earth is TV syncing? External website

by Andreas Schroeter, 24/11/2014

 

TT not PC External website

by Ian Moore, 23/11/2014

 

Back to top ^