Mr Kipling Signature
The Challenge
Mr Kipling. The UK’s Number One cake brand. Ubiquitous and utterly synonymous with cake. Enduring for generations.
But what to do when you want to improve your position in the high growth premium small-cakes category?
With private label launches and loss of feature space due to HFSS, the existing Mr Kipling premium range needed an overhaul to leave consumers in no doubt this is Mr Kipling at his exceedingly best.
It’s time Mr Kipling put his signature to his finest, most indulgent range.
The Brief
Clarity of Proposition of Signature as a premium indulgent range
Taste Appeal as top priority
Standout on the fixture
The Solution
A clean, bold and premium set of new assets underline the positioning. From the solid gold Signature Collection panel to the rich mauve background. The astonishingly tasty food photography and ingredient pieces add the final touch.
These small cakes are now definitely worth paying more for.
“We partnered with Threesixty with the challenge of modernising and elevating our premium Mr Kipling sub range Signature Collection. Our objective was to encourage shoppers to reconsider the proposition with the packaging demonstrating why the range is worth paying more, especially in the face of strong competition from private label. The design team delivered an amazing result with a range that now looks truly indulgent and mouth-watering, and has flexibility for seasonal takeovers.”
Aisleen Byrne
Brand Manager - Mr Kipling