Premier Foods, the UK’s No.1 food manufacturer, is supporting its leading cake brand, Mr Kipling, during the festive period with an on-pack promotion devised and implemented by marketing agency Toast. The campaign offers consumers the chance to win family tickets to their favourite pantomime and will feature on all of the brands festive range, including mince pies, Christmas cake slices, Christmas Pudding Slices, Winter Warmer tarts, Festive Bakewells and Orange and Cranberry Mini Classics.
The campaign is designed to encourage consumers who buy competitor cake brands to switch to the Mr Kipling brand as well as reward loyal customers who already enjoy Mr Kipling cakes.
The promotion offers consumers the chance to win four tickets to their favourite pantomime plus £100 spending money. Winners will find a winning ‘ticket’ printed inside their pack, they then call into a prize winners’ line to arrange their trip.
Eye catching Christmas packaging, in line with the recent brand redesign, supports the promotion, which will appear on over 12 million packs.
Dan Ince, head of marketing for Mr Kipling, said: “We wanted to reward our consumers with an ‘exceedingly merry’ promotion this Christmas. The idea of a pantomime conjures up all of the images and feelings that sit at the heart of the Mr Kipling brand. Pantomime is uniquely British and so was the perfect fit for Mr Kipling - simply thinking about a pantomime brings a smile to the face! By harnessing this emotional engagement at fixture we can get mum to reach for Mr Kipling first.”
David Barclay, Associate Director at Toast, said: “It’s essential to cut through at this highly competitive time of year. We wanted to entice the busy shopper away from alternative options and encourage them to choose Mr Kipling and feel Pantomime was the perfect activity to do this.”
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