The first stage of the campaign will centre on creating Mrs Kipling profiles on social networks, including Twitter and Facebook, while a dedicated YouTube channel will show Mrs Kipling’s video diary, featuring Mr Kipling products.
The second stage, due to launch at the start of 2011, centres on a mums-focused magazine hub providing Mrs Kipling-curated content designed to be read during afternoon tea.
The hub’s content will be aggregated from social media sites and undisclosed publishers, including women’s magazines.
The FMCG brand introduced Mrs Kipling in a TV campaign earlier this year but has decided to use social media to create a long-term two-way relationship between the character and customers.
Premier Foods wants to use social media and the character at the centre of all major activity for the brand, including product launches.
Matt Hunt, Premier Foods’ head of marketing for cakes, said social allows for a constant stream of news but brands need to commit to the channel.
“It allows people to find out what’s going on and get an insight into Mr Kipling, allowing for a steady stream of news around the brand,” he said. “But you can’t do social media by halves: once you’re in, you’re in.”
The campaign, created by digital agency Wax, will be supported by paid ads online and offline activity at the start of 2011.
This story first appeared on newmediaage.co.uk