|Agentur||Saatchi & Saatchi|
|Kampagne||Mr Kipling - Manor Bakeries|
|Geschäftsbereich||Nachtisch (ohne Milchdessert), Kuchen|
|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!
|Creative Director||David Droga|
|Art Director||Stuart Mills|
|Art Director||Antony Nelson|
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