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 making some decent ads can sell a few more cakes.

Of course, things are never quite that easy not least when you desperately need to rebuild the power of a brand, but research tells you that the brand properties you've made famous for over thirty years need to be dropped....

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