Mr Kipling

Our influencer campaign became one of the most talked about Valentine’s Day PR campaigns. 

A pun on ‘bouquet’, we created, launched and sold visually arresting ‘Bou-Cakes’ – limited edition bouquets of roses and Mr Kipling cakes. These were also sampled to VIP influencers (media, broadcasters, bloggers, celebrities) to drive column inches, endorsements, talkability and sales.

 

Results included  60+ pieces of editorial including Vogue, Tatler and ITV’s Lorraine; became Chris Moyles’ second most ‘Liked’ Instagram post; 130m OTS.

 

Held up by client across wider business as ‘best in class’ example of PR and won gold for ‘Consumer Relations’ (CIPR Awards).

+12.5%

Mr Kipling growth year on year

15m

Social media impressions

+700%

Increase in online brand mentions

"This ‘best in class’ campaign achieved a phenomenal ROI which drove amazing results in store."

- Jo Agnew, Brand Director, Premier Foods