In a media first, Premier Foods, home to some of Britain’s best loved brands, is about to launch a series of unique experiential activities as part of a major repositioning campaign for its Mr Kipling brand.
Mr Kipling is Britain’s best-selling cake brand*¹ and a new outdoor campaign, secured by Starcom through JCDecaux features live fixtures which dispense free cake from specially converted poster sites to passing consumers in celebration of the brand’s ‘snap pack’ format. Reminding consumers that they can now enjoy a slice of Mr Kipling cake ‘on the go’, the campaign will feature 19 dispensers at locations around the UK, each distributing up to 500 slices of Mr Kipling Angel Slices a day at the touch of a button.
Actress Joanna Page (Gavin & Stacey) will front the campaign through PR, including switching on the first dispenser on London’s Tottenham Court Road. As well as issuing cakes, this vinyl-wrapped shelter will emit the tempting aroma of Angel Slices thanks to a scent spray on the poster site.
The dispenser ads will also be supported by a major experiential campaign with a specially-developed ‘Cakemobile’ touring the UK from 27th March until 9th May. The activity will focus on an interactive vehicle commissioned and managed by sampling agency RPM and will promote the brand’s snap pack format in a celebration of ‘cake-to-go’ to around 500,000 consumers.
Michelle Wilde, Brand Director of Cakes said: “The repositioning of Mr Kipling is a major commitment for Premier Foods and we are already seeing some success with our new products and pack formats in-store. This activity forms a key part of a whole new campaign for the brand in 2012.”
The cake-dispensing specials with creative by 101 are part of a wider 4-week campaign on point-of-sale 6-sheets, in proximity to major supermarket retail stores nationwide.
JCDecaux’s Innovate division will install 19 cake-dispensing units on poster sites in London, Nottingham, Birmingham, Manchester, Sheffield and Glasgow.
The Mr Kipling Cakemobile tour will run from 27th March to 9th May.
1. Mr. Kipling is the largest cake brand in the UK worth £165m at RSV and holds 16.5% value share of the total APC market IRI sales data 52 w/e 21st January 2012