FEATURE28 February 2019

Treat yourself

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FMCG Features Impact Retail UK

Premier Foods drew on an exceedingly simple human insight when it revisited its positioning of Mr Kipling: that little moments in life, such as eating cake, are to be celebrated. 

Mr Kipling complete range

From Battenberg to French Fancies, Mr Kipling is as familiar to British consumers as a cup of tea on a drizzly afternoon – not to mention being the owner of one of the best-known straplines in the country. Despite the brand’s ubiquity – 55% of the UK have had Mr Kipling in their house within the past year – 2017 was a disappointing year for sales, with an internal review finding its advertising and pack design were underperforming. In short, Mr Kipling needed a new lease of life.

“There’s been a feeling that we haven’t really been moving with the times. We’re a well-loved brand, but quite nostalgic, ” says Catherine Haigh, insights controller for sweet treats at Premier Foods. “We really wanted to reignite the love for the brand and we felt strongly that emotive positioning was the way to do that.”

Premier Foods knew from the work it had done with Bisto that emotion was the approach it wanted ...