To generate awareness of Mr Kipling’s new limited edition Valentine’s Day cake range, we had to create NEW news as a new pack name in its own right would not be enough to generate editorial coverage and advocacy.
Our planning process found, naturally, that FLOWERS came out top for things that were synonymous with Valentine's Day and focus group research found that a high percentage of women thought CAKE would be a thoughtful gift for Valentine’s Day. Not rocket science ... but when we combined the two, our creative platform was born - a pun on 'bouquet', we led with 'Bou-Cake' and put it at the heart of a multi-layered strategic influencer campaign.
We brought 'Bou-Cake' to life by creating stunning bouquets comprising roses and Mr Kipling Battenbergs, French Fancies and Cherry Bakewell cakes, unleashing them on 100 nfluencers. We put a limited edition number of ‘Bou-Cakes’ up for sale and selected influential Bloggers to offer a ‘Bou-Cake’ to their followers through competitions across their social media channels.
‘Brand Love’ was definitely in the air in the run up to Valentine’s Day for Mr Kipling as it became part of the cultural zeitgeist.
Commercial Results & Client Reaction:
+12.5% growth yoy for Mr Kipling with PR being the only comms driver (IRI rolling 4 weeks to 18th Feb 2017)
Of the limited edition ‘Bou-Cakes’ that went on sale in the florist, all of them sold out in the run up to Valentine’s Day
Premier Foods (owner of Mr Kipling) held the campaign up to its wider business as an example of best-in-class PR
Coverage & social media results:
57 pieces of quality editorial coverage (smashing KPI’s by +58%)
The Sun, Evening Standard, Daily Mail, City AM and Daily Express (who referred to ‘Bou-Cake’ as ‘better than Interflora’); coverage also where Mr Kipling had never been before … Vogue and Tatler (who referred to it as ‘out of this world’)
Broadcast editorial:ITV’s Lorraine; 10 minute debate on Chris Moyles’ Radio X Breakfast Show; Heart FM and Magic
Catching fire across social media:#mrkipling achieved Trending status on Twitter; ‘Bou-Cake’ became Chris Moyles’ second highest liked (6k) Instagram post and received 11.7k likes on Eamon Holmes’ Instagram post in just one day
14.1m social media impressions, +700% increase in online brand mentions; 15,000 competition entries
PR Industry Sentiment
Voted one of the Top 2 campaigns for Valentine’s Day by PR Week readers - beating Paddy Power and Land Rover
‘Bou-Cake’ was singled out by PR industry influencers as ‘winning Valentine’s Day’ and ‘one of the best Valentine’s Day campaigns’