Titre | Golf |
Agence | Saatchi & Saatchi |
Campagne | Mr Kipling - Manor Bakeries |
Annonceur | Manor Bakeries |
Marque | Mr Kipling |
Mise en ligne | Novembre 2002 |
Produit | Lemon Slices |
Secteur d'activité | Desserts (sauf desserts lactés), gâteaux |
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! |
Type de média | Télévision |
Longueur | |
Marché | Royaume-Uni |
Directeur de création | David Droga |
Directeur artistique | Stuart Mills |
Directeur artistique | Antony Nelson |
Concepteur / rédacteur | Rupert Jordan |
Concepteur / rédacteur | Mike Sutherland |
Réalisateur | John Marles |
Responsable de la publicité (annonceur) | Ian Ayling |
Planneur | Thea Tetley |