London

February 12-13, 2019

London
Register Now Convince the Boss

A Recipe for Advertising Success with Mr Kipling

Room 4 | 10:45-11:15 | Wednesday, February 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!

The 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. This work led to our hugely successful current advertising campaign “The Little Things,” which is currently driving strong share and value growth.

Join Catherine Haigh from Premier Foods and Sophie Cavanagh from The Leading Edge who will share their brand positioning to comms story, the process they went through, how Instagram played a pivotal role in insight and their view on the recipe for advertising success!


Speakers:

More sessions

See all sessions

Transforming Insight at Spire Healthcare

Join this session to hear a conversation with Will Ranner, head of insight, discussing his priorities and experiences Spire Healthcare together with James Wycherley, CEO of the Insight Management Academy.

Details

Wednesday | 3:15-3:45 | Room 2

Developing a Customer-Obsessed Culture: How Insights Transformed Salesforce

Insights-driven businesses will take $1.2 trillion in revenue per year by 2020. Why should you care? Because these insights-driven businesses are coming after your customers and your top line. The [...]

Details

Wednesday | 3:15-3:45 | Room 4

Rise Up! The Manifesto for Revolutionary Marketing

The market research industry continues to grow. Tens of thousands of companies just like yours collect data and deliver insights around the globe. In an increasingly competitive industry and an [...]

Details

Wednesday | 8:30-9:00 | Room 2