The campaign amplifies the current television advertising for the brand and takes a competitive theme ahead of the London Olympics and Euro 2012 but focuses on encouraging people to vote for their favourite Kipling cake.
The initiative uses a Facebook page to start seeding The Kipling Cup interactive campaign. Cakes ranges, such as Angel Slices, French Fancies, Cherry Bakewells and Viennese Whirls will be drawn against each other for a public vote via a bespoke website.
Each round will whittle down the range until there is a final winner. To encourage involvement voters will be rewarded on the site with short animated films from Aardman showing the cakes competing. Aardman will create a new film as the results come through in a near real time response.
Votersare also entered into a prize draw at each stage of the competition with cakes as prizes and there are four grand prizes of a year’s supply of cake.
The campaign is the last work for Premier Foods from ad agency 101.
Premier Foods recently restructured its marketing team in a move that saw group marketing director Jon Goldstone depart. The company is focusing on eight power brands, of which Mr Kipling is one.
The current TV campaign launched at the end of February and to position Mr Kipling products as a snack rather than a tradiitonal cake.