Agency: McCann Erickson
Client: Mr Kipling
The strapline that has been a staple of the Mr. Kipling brand for decades - "Exceedingly good cakes" - is no more.
In the first Mr Kipling TV campaign for three years the food manufacturer has decided it's time for the brand’s communications to get a bit of a Spring clean.
The answer from McCann Erickson, in their first work since winning the account, has been to move the brand into a "more emotional space that captures the light hearted, happy feelings" surrounding Mr Kipling’s cakes.
Although one of the nation’s most famous brands - what's not to like about cake? - research showed Mr Kipling had become somewhat out of touch with today’s lifestyles and a new need to target mums.
Drawing on the positive feelings that surround the iconic cake brand, this new campaign attempts to provide a contemporary representation of the well-loved Mr Kipling brand through a new endline “Exceedingly Happy Cakes.”
Head of Marketing for Mr Kipling, Dan Ince, said, "We have worked closely with McCann Erikson over the past year to create a campaign that embodies the essence of the Mr. Kipling brand and contemporises its appeal for our consumers" .
The film embodies the Mr Kipling personality- an irrepressible cake creative who spends his time coming up with new ideas for cakes and making something small look and feel special.
The 30 second TV spot, directed by Price James, uses stop frame animation to draw the consumer into a Mr Kipling world, one that is beautiful and charming and full of colourful cake flowers in full bloom.