Mike Sutherland
Directeur adjoint de la création at adam&eveDDB
London, Großbritannien
TitelSchool Trip
Agentur
Kampagne Mr Kipling - Manor Bakeries
Werbende Manor Bakeries
Marke Mr Kipling
PostedNovember 2002
Produkt Apple Pies
Geschäftsbereich Nachtisch (ohne Milchdessert), Kuchen
Slogan Exceedingly good
Philosophie Re-inventing a Brand Icon



How do you stem a ten-year decline in brand share when you’re shackled to a relic of the past? For Mr Kipling, the answer was to walk a strategic tightrope between cremation and re-incarnation, rebuilding the brand and its (in)famous icon. Since re-launch market share has witnessed 8% growth year on year. Average annual number of packs per person is up 17.6% and annual spend up by £1.07 per person – not inconsiderable for a brand that’s bought by 52% of UK households!
Medientyp Fernsehen
Länge
Markt Großbritannien
Creative Director
Art Director
Art Director
Texter
Texter
Regisseur
Werbeleiter
Etat-Planer

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