February 12-13, 2019
Mr Kipling, an iconic yet loved £150 million brand, has been struggling over the past few years and we needed to reinvigorate it! Our brief was to create an advertising campaign that stayed true to the product but also captured the love we see from Mr Kipling consumers. Working with insight consultancy The Leading Edge, we designed a comprehensive consumer-led qual program, including workshop reflection, to run over three months. We found that for our consumers it was the little things in their day-to-day lives that matter to them – but these little things are easily overlooked. Having or sharing an exceedingly good cake from Mr Kipling is just one of those small things that can bring enjoyment to the everyday.
Launching this more emotive positioning was a hard-sell internally. However, credibility was a real concern. Amazingly, it was a quick look at Instagram that showed us that Mr Kipling already is “a little thing that brings more enjoyment to the everyday.” It was the use of these images as a core reason to believe that allowed us to create a simple story to sell this in with ease right to our CMO and MD.
In a second phase of research we worked with Hall & Partners to conduct further qual to understand creative platforms and executional ideas around the little things. Based directly from this insight, we have a creative construct they can work with and a “recipe for executional success,” something that we can use for years as we evolve this campaign.
We’ve seen phenomenal success for our campaign “Little Thief,” performing in the top 17 percent of the U.K. System 1 database, an RSV ROI of £3.01 and and we’re up 10 percent RSV, proving that insight really can give us the perfect recipe for creative success!
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