• News (645)
    Marketing Week (19 Mar 2018)

    Premier Food’s Helen Warren-Piper on believing in the ‘product truth’ with Mr Kipling’s new campaign

    PREMIER FOODS has launched a new campaign for its Mr Kipling range, the first in two years. The brand has invested £2m in marketing to help establish a more emotional connection with consumers. The campaign kicks off with a 40-second spot which shows a young boy getting continually disappointed at a party when the Mr Kipling cakes run out at the buffet and he fails to nab one from someone else's paper plate. Eventually the boy swipes away a slice and takes it home, where we find the real motivation behind his actions was to bring the slice home to cheer up his grumpy, older sister. The work coincides with a packaging refresh including new colours and product photography, as well as a return to the old Mr Kipling logo. The brand recently rolled out new Unicorn Slices exclusively to ASDA

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    Campaign (02 Feb 2018)

    Premier Foods appoints new UK marketing boss

    PREMIER FOODS has promoted Yilmaz Erceyes to the position of UK marketing director, replacing the outgoing Helen Warren-Piper. He will take up the role in April and will head a 120-strong team spanning brand management, innovation, insights and R&D.

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