Premier Foods is promoting its Mr Kipling brand through a new £2.5m TV campaign, which runs for the next seven weeks.
The light-hearted TV ad sees Mr Kipling French Fancies deployed as an ‘Exceedingly Good Distraction’ to smooth over an awkward family situation.
Kelly Davis, Mr Kipling Marketing Controller at Premier Foods, commented: “The campaign is based on a true insight that there are everyday moments that become part of ‘family folklore’, the memories you talk about around the dinner table, and we have used this understanding to create a relatable TV ad for our target consumer.”
The ad forms part of a £4m investment in the brand that also includes outdoor and in-store activation throughout April and May. The brand is also undertaking an ITV sponsorship which kicks off in June to promote both new and existing products.
