Thea Tetley
Strategic Planner at Saatchi & Saatchi
London, United Kingdom
TitleDog
Agency
Campaign Mr Kipling - Manor Bakeries
Advertiser Manor Bakeries
Brand Mr Kipling
PostedNovember 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 you’re 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 that’s bought by 52% of UK households!
Media Type Television
Length
Market United Kingdom
Creative Director
Art Director
Art Director
Copywriter
Copywriter
Director
Advertising Manager
Account Planner

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