Mr Kipling - Reinventing a brand icon

By 1999, supermarket own label dominated the packaged cake market. The Mr Kipling brand, owned by Rank Hovis McDougall, had seen a ten-year decline in sales and was regarded as old fashioned.
Agency: Saatchi & SaatchiAuthor: Thea Tetley

BRONZE AWARD

Re-inventing A Brand Icon

Mr Kipling

INTRODUCTION

A sweet story simply told

The story of the Mr Kipling relaunch in March 2001 is a simple one, and befitting of the brand a sweet one. It shows how...