Titel | Golf |
Agentur | Saatchi & Saatchi |
Kampagne | Mr Kipling - Manor Bakeries |
Werbende | Manor Bakeries |
Marke | Mr Kipling |
Posted | November 2002 |
Produkt | Lemon Slices |
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 youre 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 thats bought by 52% of UK households! |
Medientyp | Fernsehen |
Länge | |
Markt | Großbritannien |
Creative Director | David Droga |
Art Director | Stuart Mills |
Art Director | Antony Nelson |
Texter | Rupert Jordan |
Texter | Mike Sutherland |
Regisseur | John Marles |
Werbeleiter | Ian Ayling |
Etat-Planer | Thea Tetley |