A splendiferous summer for Mr Kipling.
Cake in the summer? Mr Kipling partnered with Roald Dahl to combat the category’s annual summer drop in sales.
Every Summer, as the weather warms up and the flip flops come out, people simply forget about cake. Which isn’t great news for the nation’s favourite bakery – Mr Kipling doesn’t stop making cakes just because it gets a bit warm.
We knew we had to live and breathe Roald Dahl to do this justice. We all re-read stories we’ve not read since childhood and scrumbled through the Roald Dahl dictionary for inspiration. We needed to disrupt the dull shelf fixture , and create a phizz-wizzing buzz in cake this Summer – for the packs and beyond.
The campaign idea we developed was all around celebrating a splendiferous summer with Mr Kipling and Roald Dahl, with an added bonus of potentially winning some prizes along the way. Each limited-edition pack captures the essence of Roald Dahl’s much-loved stories. Everything from the language, the characters and the prizes captures the wonderful magic of Roald Dahl.
To complete the project we created a kit of parts which would enable rollout onto core packs and other touch-points such as in-store activations and digital applications.
The campaign is currently running for 12 weeks from June – August 2018 and was well received by the press.