The relaunch includes the introduction of six whole cakes, the fastest growing segment of the cake sector; new small cakes; additions to the Mr Kipling Mini Classics range and new packaging.
The new whole cake range comprises Carrot Cake, Coffee & Walnut Cake, Victoria Sponge, Lemon Drizzle Cake, Raspberry Swiss Roll and a Battenberg Cake.
Within small cakes, a six-pack of Victoria Slices joins the portfolio alongside Mr Kipling’s 5 Sticky Toffee Cake Bars, Mr Kipling Blackberry and Custard Pies and Mr Kipling Red Cherry Pies.
Mr Kipling Squares are also relaunched with three new four-packs of Millionaire’s Shortcake, Apricot & Sultana Flapjacks and Chocolate & Pecan Brownies.
In Mini Classics, Ginger and Carrot & Walnut Mini Classics, both in packs of six, join the range.
The range features new packaging designed to show ‘what’s in the box’, and push the ‘master baker’ credentials of the Mr Kipling brand.
The TV campaign breaks this week with a second burst scheduled for March.
The first burst is a series of 10-second executions, which will top and tail advertising breaks. They show the hands of Mr Kipling perfecting the recipes for his ‘exceedingly good cakes’. The second burst features 30-second ads for the whole cake range.
Manor Bakeries is also investing in six-sheet poster adverts outside the major multiples and a press campaign in quality monthlies and weekly women’s titles.
