Premier gets theatrical with Kipling promotion |
| Friday, 17 October 2008 | |
 Premier Foods, the UK's No.1 food manufacturer is supporting its leading cake brand, Mr Kipling, during the festive period with an on-pack promotion offering consumers the chance to win family tickets to their favourite pantomime. This promotion will be featured on all of the brands festive range, including mince pies, Christmas cake slices, Christmas Pudding Slices, Winter Warmer tarts, Festive Bakewells and Orange and Cranberry Mini Classics and is designed to not only encourage those people who buy cakes to buy Mr Kipling but to also reward loyal customers who already enjoy Mr Kipling cakes. It unveiled the promotion as a statement was released in a bid to try and reassure shareholders. Shares in the company slumped on Friday. The Mr Kipling promotion offers consumers the chance to win four tickets to their favourite pantomime plus £100 spending money. Winners will find a winning ‘ticket' printed inside their pack, they then call into a prize winners line to arrange their trip. Eye catching Christmas packaging, in line with the recent brand redesign, supports the promotion, which will appear on over 12 million packs and is available now. Halloween edition Fiendish Fancies were also released this month. Dan Ince, head of marketing for Mr Kipling, said: "We wanted to reward our consumers with an ‘exceedingly merry' promotion this Christmas. The idea of a pantomime conjures up all of the images and feelings that sit at the heart of the Mr Kipling brand. Pantomime is uniquely British and so was the perfect fit for Mr Kipling - simply thinking about a pantomime brings a smile to the face! By harnessing this emotional engagement at fixture we can get mum to reach for Mr Kipling first." Source: Premier Foods Related Articles
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