Premier Foods - Mr Kipling
Life is Better with Cake / J. Walter Thompson London
J. Walter Thompson London has devised a new campaign for Mr Kipling, crafted around the idea that ‘Life is better with cake’.
The campaign aims to transform the entire cake category, as well as the Mr Kipling brand and reminds Britons that cakes bring delight to every occasion.
As part of the campaign, an emotionally stirring TVC launches on Monday based around the story of a little boy and his imaginary friend – an enormous pink elephant. The creative portrays the ritual they enjoy before sharing a piece of Mr Kipling cake. The campaign retains the famous long-standing endline 'Exceedingly Good'.
The campaign will also consist of an experiential event, partnerships with the X Factor and Heart Radio, a makeover of the Mr Kipling website, in-store shopper activity and online advertising.
Matthew Critchley, Category Marketing Director Cake, 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.”
David Masterman, Creative Director J. Walter Thompson London explains, "It's not just Mr Kipling's lovely little cakes that are delightful, his communications are too."
Other agencies involved in the campaign include digital agency Outside Line, Media agency Carat and Cirkle for PR.