Title | Dog |
Agency | Saatchi & Saatchi |
Campaign | Mr Kipling - Manor Bakeries |
Advertiser | Manor Bakeries |
Brand | Mr Kipling |
Posted | November 2002 |
Product | Mini Classics Sweet Treat/ Cakes |
Business Sector | Cakes, Desserts |
Tagline | Exceedingly good |
Philosophy | Re-inventing a Brand Icon How do you stem a ten-year decline in brand share when youre shackled to a relic of the past? For Mr Kipling, the answer was to walk a strategic tightrope between cremation and re-incarnation, rebuilding the brand and its (in)famous icon. Since re-launch market share has witnessed 8% growth year on year. Average annual number of packs per person is up 17.6% and annual spend up by £1.07 per person not inconsiderable for a brand thats bought by 52% of UK households! |
Media Type | Television |
Length | |
Market | United Kingdom |
Creative Director | David Droga |
Art Director | Stuart Mills |
Art Director | Antony Nelson |
Copywriter | Rupert Jordan |
Copywriter | Mike Sutherland |
Director | John Marles |
Advertising Manager | Ian Ayling |
Account Planner | Thea Tetley |