MAKING MR KIPLING MATTER
Despite 50 years of success, Mr Kipling was coming under increasing pressure from own-brand ranges. Customers were struggling to find their favourite Kipling cakes.
The ambient cake aisle is a crowded place. Brands have 2-3 seconds to make an impression and get picked. Our brief was simple; improve the shopability of a range that was looking muted and unloved.
We needed to bring it back to what the customer is expecting to see – a naturally colourful and cared for brand that’s all about everyday enjoyment.
Using Visual Planning™ we uncovered what is distinctive about the brand, and how it could then differentiate itself from the competition.
We took inspiration from one of our rules of thumb ‘know your visual DNA’, bringing back a modernised version of the cake brand marque to establish a sense of pride, and re-build equity back into the brand. We also took the new visual principles and architecture to extend across different ranges from the brand’s portfolio, including: free-from, Halloween, Bonfire & Christmas 2018, Summer 2018 in partnership with Roald Dahl, and a new permissible kids sub-brand.
Sales have already increased since launching in February 2018.