| IPA Effectiveness Awards 2002 | ||
|---|---|---|
| The Winners | - | Bronze |
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!
Agency Saatchi & Saatchi
City London
Advertiser Manor Bakeries
Brand Name Mr Kipling
Product Name Mini Classics Sweet Treat/ Cakes
Business Sector Cakes, Desserts
Market United Kingdom
Country of Production United Kingdom
Language English
Type Television
Tagline Exceedingly good
Creative Director David Droga
Art Director Stuart Mills, Antony Nelson
Copywriter Rupert Jordan, Mike Sutherland
Director John Marles
Account Planner Thea Tetley
Advertising Manager Ian Ayling