David Droga
CEO & Creative Chairman at Accenture Song
New York, Estados Unidos
TituloSchool Trip
Agência
Campanha Mr Kipling - Manor Bakeries
Anunciante Manor Bakeries
Marca Mr Kipling
PostedNovembro 2002
Produto Apple Pies
Sector Empresarial Bolos e sobremesas
Legenda Exceedingly good
Filosofia Re-inventing a Brand Icon



How do you stem a ten-year decline in brand share when you’re shackled to a relic of the past? For Mr Kipling, the answer was to walk a strategic tightrope between cremation and re-incarnation, rebuilding the brand and its (in)famous icon. Since re-launch market share has witnessed 8% growth year on year. Average annual number of packs per person is up 17.6% and annual spend up by £1.07 per person – not inconsiderable for a brand that’s bought by 52% of UK households!
Tipo de Mídia Televisão
Comprimento
Mercado Reino Unido
Director criativo
Director de arte
Director de arte
Redator
Redator
Realizador
Director de publicidade
Planeador

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