Premier Foods: From Insights to Axioms - how planning changed the role of Mr. Kipling
Hilde Oord and Neil Godber
Campaign details
Client: Premier FoodsAgency: J. Walter ThompsonBrand: Mr. Kipling
Synopsis
Mr. Kipling cakes have been around since J. Walter Thompson created the brand in 1965, so when it returned to the agency two years ago there was much excitement. Little did we know how hard the task would be.
We recognised the brand was a bit old fashioned but soon discovered that the last 15 years of advertising had both failed to resonate with...