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Mr Kipling

The cake aisles of further afield tempted Premier Food’s international team and we brought fresh quality to the table.

In Australia, private label dominated 80% of the market share while the US preferred long-standing, nostalgic brands and own-label bakery treats. On both fronts, Mr Kipling could compete head-to-head on quality and freshness, so instead of relying on the brand’s equity, we chose to focus on establishing Kipling’s creations as icons in their own right.
Branding
Food & Drink

Taking inspiration from European patisseries, bright pastels were chosen for a fresh, modern aesthetic. We balanced this freshness with a strong brand mark, showing the Kipling name front and centre. Mr Kipling’s offer of fresh, quality packaged treats was its strongest asset in both markets so we chose to hero the cakes on the front of pack, accompanied by shots of prominent ingredients wherever possible.The new strapline ‘make every day delicious’ is a straight-talking compelling reason to believe for new audiences.