Mr Kipling has recruited an “exceedingly” bright little girl to bring a contemporary look to the 2.4m TV advertising campaign for new launches – Fruit Pie Bars and Cake Bites.
Ads created by Mellors Reay are introducing a modern family to Kipling’s advertising, replacing the previous strategy which looked back to a bygone era. However, the famous Mr Kipling voice-over will stay.
Manor Bakeries, the company which produces Mr Kipling products, is attempting to gain a greater share of the snack product with small wrapped cakes. Mr Kipling Mini Malt Loaf Cake Bars will be launched simultaneously.
Richard Moss, Mr Kipling marketing general manager, says: “Individual cake bars are becoming increasingly popular because of the change in family lifestyle, so this is one of the fastest-growing areas of the ambient cake market.”