The Food company is using the 30-second TV spot to broaden the appeal of the brand by positioning it as a snack rather than a traditional cake.
Iwan Williams, managing director of grocery and bakery at Premier Food, says the shift in focus for the brand will be backed by a raft of new marketing activity later in the year.
He adds: “The repositioning of Mr. Kipling is a major commitment for Premier Foods and we are already seeing some success with our new products in-store.”
Williams assumed marketing responsibilities for Premier’s key brands, following the departure of group marketing director Jon Goldstone at the beginning of the month.
Mr Kipling, marks the fourth brand from Premier Food’s roster of eight “Power Brands” to receive additional marketing support since the turn of the year.
Last month it launched TV spots for its Sharwood’s and Lloyd Grossman products. it has also announced a tie-up between its Batchelors brand and service station locator, PetrolPrices.co.uk, to offer mums free petrol via an on-pack promotions. It will be fronted by TV presenter, Suzi Perry.
The campaign will be supported by outdoor, radio promotions, in-store POS and PR.
Premier’s plans to double marketing spend to more than £50m in 2012 to help restore growth. The campaign is part of the company’s bid to reduce debts of £850m following a number of costly acquisitions in recent years.