NEWS: Mellors Reay lands pounds 5m Mr Kipling

Mellors Reay and Partners has won the race for the pounds 5 million Mr Kipling cakes business with a brief to put fresh vigour into one of Britain’s best-known and longest-running campaigns.

Mellors Reay and Partners has won the race for the pounds 5 million Mr

Kipling cakes business with a brief to put fresh vigour into one of

Britain’s best-known and longest-running campaigns.



The appointment is the prelude to a TV campaign beginning early next

year which will retain the unseen Mr Kipling character and the famous

boast that he makes ‘exceedingly good cakes’.



The switch to Mellors Reay follows an acrimonious split between RHM’s

Manor Bakeries, which owns the Mr Kipling brand, and J. Walter Thompson.

Media remains with BBJ Media Services.



Manor was forced to pull the business out of JWT, which had launched Mr

Kipling 28 years ago and handled it ever since, after the agency was

secretly appointed by Kraft Jacobs Suchard to run its new Entenmann’s

cakes line (Campaign, 5 May).



Manor was angry at its jettisoning, accusing JWT of letting it down and

abandoning a long-term relationship for ‘short-term greenbacks’.



The new work complements the Manor’s Cadbury Mini Rolls account Mellors

Reay already handles. It also strengthens the link between the agency

and Colin Tether, Manor’s marketing director, who previously worked with

the agency on McVitie’s.



Tether said: ‘Mr Kipling is a critical brand for us and I had to be sure

that I was choosing the right long-term home.’



Mellors Reay was picked ahead of three other RHM roster agencies -

Abbott Mead Vickers BBDO, which handles Bisto, Walsh Trott Chick Smith,

which has Sharwoods, and D’Arcy Masius Benton and Bowles, which runs the

Hovis account.



Carol Reay, the Mellors Reay managing director, confirmed that the

‘exceedingly good cakes’ line would stay in the upcoming TV campaign.



‘Our task is to pick up the baton and run with it,’ she said. ‘Mr

Kipling has advertising that’s well known and much loved.



‘We’ll remain sensitive to the famous and well-crafted advertising, but

we also want to put some new life into it.’



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