RHM’s Mr Kipling brand has been given its own online presence for the first time (at www.mrkipling.co.uk).
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.”