JCDecaux and Mr Kipling rerun free cake campaign

JCDecaux has teamed up with the Mr Kipling brand to recreate its novel campaign that dispenses cakes from outdoor media sites for the festive period, following a successful run earlier this year.

Mr Kipling: runs free cake campaign
Mr Kipling: runs free cake campaign

The Premier Foods-owned brand is supporting the Mr Kipling Christmas range with its "Cake-to-go" marketing activity. 20 six-sheet poster sites around the UK will be turned into cake dispensers.

Creative work to support the Christmas range has been executed by JWT, with the media campaign planned and secured by Starcom through JCDecaux Innovate.

The special scented sites will dispense up to 500 free slices of Mr Kipling cakes at the touch of a button, as The Salvation Army’s version of 'We Wish You a Merry Christmas' plays. Each slice of cake dispensed will equate to a donation to the charity.

The dispensers, which launched this week, will be operational for a fortnight, located on high streets and outside Asda and Morrisson’s supermarkets.

Iwan Williams, managing director, grocery and bakery, Premier Foods, said: "The repositioning of Mr Kipling with the new Snap Pack format is a key focus for Premier Foods. These cake-to-go dispensers are a great way to promote this format to consumers and drive awareness of our seasonal product range."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Trinity Mirror set to axe The New Day two months after launch

Trinity Mirror set to axe The New Day two months after launch

Trinity Mirror is expected to announce the closure of The New Day, the newspaper launched at the end of February, after flagging sales.

Share
Watch: Agencies go behind the scenes at #TwitterLive

Watch: Agencies go behind the scenes at #TwitterLive

Twitter invites agencies to #TwitterLive, an interactive showcase of exhibits powered by Tweets, Vine and Periscope.

Share
Media Week 30 under 30 - what the judges are looking for

Media Week 30 under 30 - what the judges are looking for

Amanda Pitt, partner at Grace Blue, is both a former winner of 30 under 30 and a judge in this year's competition. So what does it take to impress her?

Share

Get news by email