Saatchi & Saatchi set to relaunch Mr Kipling

Saatchi & Saatchi has unveiled a dramatic new look for the Mr Kipling brand, which shows the legendary gentleman wreaking unintentional havoc on the world.

Saatchi & Saatchi has unveiled a dramatic new look for the Mr Kipling brand, which shows the legendary gentleman wreaking unintentional havoc on the world.

The campaign targets families by attempting to 'own' emotional values of cakes in order to distinguish Kipling cakes from supermarket own-label brands.

The three 30-second ads, breaking on 19 March, are built around the premise that no matter what, Mr Kipling should be forgiven because his cakes taste so good.

In 'golf', two groundsmen sit eating their tea as an elderly gentleman smashes divots out of their course. One asks why Mr Kipling is allowed on the course, to which the other replies: 'Because he makes exceedingly good cakes.'

'Dog' shows Mr Kipling throwing sticks for a small dog as its owners sit nearby eating a picnic. As the dog plunges into a foaming river, the little girl says: 'Mummy, Mr Kipling's drowned Scruffy.' Her mother replies: 'I know darling, but he does make exceedingly good cakes.'

In 'horse', Mr Kipling's car backfires at a pony club meet, resulting in a stampede. An anxious pupil rushes to tell an unconcerned teacher, who is chomping on a cake.

Saatchi & Saatchi's executive creative director, Dave Droga, said the campaign was the first radical repositioning of the brand since it was launched by RHM in the 60s.

'We've kept the famous strapline 'exceedingly good', but have a new positioning for Mr Kipling. We've retained the attachment people have with the Mr Kipling character while bringing the brand up to date and using a dry sense of humour to capture the passion people have for the brand,' he said.

The campaign was written by Rupert Jordan and art directed by Stuart Mills and was directed by John Marles through RSA Films. It was filmed near Sydney in Australia to capture the image of a lush English summer.

Earlier this month, the brand was given its own online presence through a site designed by Zinc. The total marketing activity also includes new packaging and a new logo.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).