Mr Kipling gets website in rebranding effort

RHM’s Mr Kipling brand has been given its own online presence for the first time (at

Designed by new media agency Zinc, the site goes live on February 6 and is part of a wide-ranging Mr Kipling brand relaunch, intended to bring a feel-good factor to the long-established cake name. The repositioning will also include TV advertising, new packaging and a new logo.

Zinc claims the website is consumer-focused and will act as a central point of contact for the brand, with a consumer feedback area – divided into complaints, compliments, suggestions and inquiries – a brand information pack and a search facility for nutritional and dietary information.

As a Comic Relief partner for the past two years, Mr Kipling will donate five pence from every pack of Cherry Bakewells sold around this year’s Red Nose Day in March. To support this, Comic Relief has its own dedicated page on the website, which has a fundraising total and ideas to help consumers raise money themselves.

The Web brand will be continued offline, with the site address appearing on packaging, promotions and livery from February onwards.

Hazel Cawthorne, brand manager for Mr Kipling, says, “We want to give consumers the greatest possible access to the brand and we see the website as the perfect way to do this. It has been established to give a modern, confident face to Mr Kipling and is a step towards making the brand more accessible and responsive to consumers.”

RHM subsidiary Manor Bakeries, which owns the Mr Kipling brand, has installed a new customer database, which will be linked to the website. Cawthorne adds: “We want to get as much information about our consumers as possible. At the moment we only store information regarding complaints.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here