Premier Foods is supporting its seasonal NPD and core Christmas range from Mr. Kipling with a seasonal build on its cake-to-go marketing activity that was so successful earlier this year.
The centrepiece of the nationwide OOH campaign is 20 6-sheet posters, transformed into cake dispensers, which will be located in key cities across the country. These will dispense free slices of Mr. Kipling Christmas Cake in the sealed Snap Pack format at the touch of a button, up to 500 per day. The sites will be scented with evocative festive aromas and will also play a version of ‘We Wish You A Merry Christmas’ recorded exclusively for Mr. Kipling by the Salvation Army. A donation will be given to the Salvation Army for each cake slice dispensed.

A spokesperson for the Salvation Army commented: “Christmas is the time of year when we most need to think about giving something back, and this partnership with Mr. Kipling gives people the opportunity to enjoy a Christmas treat whilst helping someone who needs it - a festive good deed that requires no effort at all. The donations will directly support the Salvation Army’s social work to help people and communities across the UK.”
The dispensers lauched on the 10th December and will run for two weeks, reminding consumers that they can enjoy cake on-the-go. Two dispensers; Cross Street, Manchester Piccadilly and Tottenham Court Road, London, will also be vinyl-wrapped in festive Mr. Kipling branding. As well as high streets, 10 dispensers will be located outside ASDA and Morrisons supermarkets, which is a media first. All sites will display the Twitter hashtag #freecake to amplify the activity via social media, and consolidate online conversation around the dispensers.
Iwan Williams, Managing Director, Grocery and Baker at Premier Foods, said: “The repositioning of Mr. Kipling with the new Snap Pack format is a key focus for Premier Foods. These cake-to-go dispensers are a great way to promote this format to consumers and drive awareness of our seasonal product range.”
Anna Kasby, Associate Director, Starcom, said “We are thrilled to build on the success of the Angel Slice Cake-to-Go campaign earlier this year, by bringing the taste of a Mr. Kipling Christmas to the streets of the UK”
The media campaign was planned and secured by Starcom through JCDecaux Innovate. The creative work was produced by JWT London.