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Saatchi & Saatchi set to relaunch Mr Kipling.(Brief Article)
Saatchi & Saatchi has unveiled a dramatic new look for the Mr Kipling brand, which shows the legendary gentleman wreaking unintentional havoc on the world.
The campaign targets families by attempting to "own" emotional values of cakes in order to distinguish Kipling cakes from supermarket own-label brands.
The three 30-second ads, breaking on 19 March, are built around the premise that no matter what, Mr Kipling should be forgiven because his cakes taste so good.
In "golf", two groundsmen sit eating their tea as an elderly gentleman smashes divots out of their course. One asks why Mr Kipling is allowed on the course, to which the other replies: "Because he makes exceedingly good cakes."
"Dog" shows Mr Kipling throwing sticks for a small dog as its owners sit nearby eating a picnic. As the dog plunges into a foaming river, the little girl says: "Mummy, Mr Kipling's drowned Scruffy." Her mother replies: "I know darling, but he does make exceedingly good cakes."
In "horse", Mr ...
- Saatchi scoops ukp6m Mr Kipling.(Brief Article)
- Magazine article from: Marketing Week McCawley, Ian April 13, 2000 700+ words
Saatchi & Saatchi has won Manor Bakeries' ukp6m Mr Kipling account after a three-way...director Ian Ayling says: "Saatchi came up with a powerful campaign which builds on Mr Kipling's fame and the affection the...
- Mr Kipling wreaks havoc. (Our Favourite Cakes/Fruit Pies Ad).(by Saatchi &...
- Magazine article from: Grocer May 11, 2002 700+ words
Created by: Saatchi & Saatchi Launched: February 2001 There really is no other contender for advertising icon in this category. Mr Kipling has evolved from the genial, elderly figure nibbling afternoon...
- Analysis: Mr Kipling faces tricky task in revitalising sales.(Brief Article)
- Magazine article from: Marketing Week November 10, 2005 700+ words
...planning a new ad campaign for Mr Kipling and intends to increase marketing...agency WCRS, which won the Mr Kipling account from Saatchi & Saatchi in 2004...Previous attempts to update Mr Kipling's image by Saatchi led to the creation of the...
- Manor picks marketer for Mr Kipling brand.(News)(Manor Bakeries appoints Kate...
- Magazine article from: Marketing Week Parry, Caroline August 14, 2003 700+ words
...responsible for marketing the Cadbury, Lyons and Mr Kipling cakes brands. She replaces marketing director...new job. During his tenure, Ayling appointed Saatchi & Saatchi to Mr Kipling's 5m [pounds sterling] advertising account...
- WCRS wins 3m [pounds sterling] Mr Kipling work.(Agencies; Manor Bakeries...
- Magazine article from: Marketing Week Parry, Caroline May 27, 2004 700+ words
...s sister company at RHM, and Saatchi & Saatchi will continue to handle the Cadbury's Cakes business, which is also part of Manor. Saatchi & Saatchi won the Mr Kipling business in 2000 and was responsible for the...
- Saatchi & Saatchi.(Digests)(ad campaign received more a lot complaints from...
- Magazine article from: Marketing Week December 4, 2003 700+ words
Saatchi & Saatchi's television ad campaign for Mr Kipling Cakes, which features a woman giving birth live on stage during a nativity play, has received more than 100 complaints from viewers.
- Mr Kipling.(Digests)(Brief Article)
- Magazine article from: Marketing Week March 25, 2004 700+ words
Mr Kipling has added Delaney Lund Knox Warren to the shortlist for its 3m [pounds sterling] creative account. The incumbent, Saatchi & Saatchi, will not repitch.
- Bonding with Kipling; londoner's diary.
- Newspaper article from: The Evening Standard (London, England) October 28, 2004 700+ words
...SIR ROGER Moore read from Epitaphs of the War by Rud-yard Kipling at the British Library last night, a tribute to those who...Josephine Hart, wife of Conservative co-chairman Maurice Saatchi, and Trevor Grove, as Moore read these lines: "Now all...
