Заголовок | Golf |
Агентство | Saatchi & Saatchi |
Кампания | Mr Kipling - Manor Bakeries |
Рекламодатель | Manor Bakeries |
Бренд | Mr Kipling |
Posted | Ноябрь 2002 |
Продукт | Lemon Slices |
Бизнес сектор | Торты, десерты |
Слоган | Exceedingly good |
философия | Re-inventing a Brand Icon How do you stem a ten-year decline in brand share when youre shackled to a relic of the past? For Mr Kipling, the answer was to walk a strategic tightrope between cremation and re-incarnation, rebuilding the brand and its (in)famous icon. Since re-launch market share has witnessed 8% growth year on year. Average annual number of packs per person is up 17.6% and annual spend up by £1.07 per person not inconsiderable for a brand thats bought by 52% of UK households! |
Тип медиа | Телевидение |
Длина | |
Рынок | United Kingdom |
Креативный директор | David Droga |
Арт-директор | Stuart Mills |
Арт-директор | Antony Nelson |
Копирайтер | Rupert Jordan |
Копирайтер | Mike Sutherland |
Директор | John Marles |
Менеджер по рекламе | Ian Ayling |
Планировщик счета | Thea Tetley |