Going from strength to strength year after year, 20ten is immensely proud of creating the Mr Kipling and Roald Dahl brand partnership.
20ten brought together the 2 brands for a unique collaboration built on similar brand synergies. Family focused and with a sense of fun the campaign included the overall brand development of “Splendiferous Summer” and its evolutions.
THE BRINGING TOGETHER OF BRANDS
The summer period has traditionally been a challenging one for the cake sector and Mr Kipling looked to 20ten to deliver an engaging campaign to change this trend.
A brand partnership gave us the scope to create unique creative executions and enter into conversations with both respective audiences. It was important to us that we found a brand that shared similar brand qualities and once Roald Dahl was a possibility there was only one winner.
THE FULL PACKAGE
Once the partnership was locked in, the creative process began, and with such a wealth of imaginative stories to play with the hardest part was where to start.
Packaging design formed an integral part of the execution year on year and evolved as we began to work with the product team in the bakery creating new and exciting product ranges based on the iconic Roald Dahl series of stories.
MORE THAN JUST A CAKE
The campaign featured an online competition entry mechanic which also delivered a much richer experience. Families could lose themselves in the world of Roald Dahl and Mr Kipling as the site became a portal to activities and summer break suggestions.
BIGGER & BETTER
As we continued to deliver the campaign year on year it was important that the initiative grew
with each activation.
Across the campaign lifespan, bespoke activations were built for retail partners, delivering exclusivity whilst seamlessly fitting into the overall brand campaign. Initiatives such as the Tesco exclusive ‘Design a Cake’ delivered increased uplift as consumers were able to create their very own Mr Kipling slice and see
it put into production.
ON ANOTHER SCALE
As the campaign grew into its 3rd year it was important the success and positivity from previous campaigns were infused into the new activation. Further exclusive product ranges and greater impact media helped to deliver even bigger results than before.
With the success of the campaign across all of Mr Kiplings retail partner’s estate growing year on year it allowed Mr Kipling to create a much wider media activation. Securing sites, both digital and traditional, that delivered significant impact and cut through.
Innovative foyer presence and on shelf activations created maximum awareness and helped to drive significant uptake once again.
With the continued year on year campaign growth 20ten Helped build beyond the original Splendifourous Summer to Create a seasonal calendar moment for the cake sector.