Mr Kipling has seen good growth for several years, but now is the “natural time” for a “refresh” of its brand platform, says Premier Foods’ CMO Yilmaz Erceyes.
Mr Kipling is drawing on the power of its “iconic” product with the launch of its first new creative since 2018, as it looks to both grow its brand and its short-term sales through the same campaign.
After notching up millions of new customers under lockdown, Premier Foods is on a mission to use marketing to capitalise on a year of growth through a formula of long-term brand building and sustained innovation.
The parent company behind Mr Kipling and Sharwood’s is prepping the launch of several “insight driven new products”, as it looks to the US for brand growth.
Reflecting on delivering 12 consecutive quarters of growth, Premier Foods CMO Yilmaz Erceyes says he would rather have a brilliant proposition over a multi-million pound marketing budget any day.
The travel business is aiming for more direct bookings over those generated through paid marketing investment, something that it claims will benefit its P&L.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Dragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.
According to WARC Media, social media is the largest media channel worldwide by advertising investment, with Meta alone representing a 63% share of global social spend.
