Titulo | School Trip |
Agência | Saatchi & Saatchi |
Campanha | Mr Kipling - Manor Bakeries |
Anunciante | Manor Bakeries |
Marca | Mr Kipling |
Posted | Novembro 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 youre 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 thats bought by 52% of UK households! |
Tipo de Mídia | Televisão |
Comprimento | |
Mercado | Reino Unido |
Director criativo | David Droga |
Director de arte | Stuart Mills |
Director de arte | Antony Nelson |
Redator | Rupert Jordan |
Redator | Mike Sutherland |
Realizador | John Marles |
Director de publicidade | Ian Ayling |
Planeador | Thea Tetley |