Mr Kipling ‘Angel-Cake Dog’ campaign offers trips to London Zoo as prizes
Thursday July 16, 2015 at 8:20pm
Premier Foods' latest campaign for its Mr Kipling cakes range is offering a range of prizes including tickets to London Zoo and Whipsnade Zoo and zoo experiences. The campaign is headlined by a TV ad featuring an animated dog made from Angel cakes heading out for a day at the park. The 20-second ad, created by JWT, is intended to underline the fact that Mr Kipling snack packs are suitable for treats on the go. The TV ad also highlights an on-pack promotion in partnership with the Zoological Society of London, with tickets to ZSL zoos and the chance to win a range of zoo-based experience packages. There are 2,000 ZSL London Zoo or ZSL Whipsnade Zoo Child Tickets on offer, allowing one child aged 3 to 15 free entry when accompanied by a paying adult; 960 ZSL elephant hand puppets; and 20 ZSL London Zoo or ZSL Whipsnade Zoo Family Tickets (two adults and two children). In addition, there are six ZSL London Zoo or ZSL Whipsnade Zoo ‘Meet the Animals’ experience and zoo entrance (available for use by one adult and one child or two adults); six ZSL London Zoo or ZSL Whipsnade Zoo ‘Zoo Keeper for the Day’ experience plus zoo entrance (available for use by an adult or a child). Finally, there are two family overnight stays at Whipsnade Zoo’s Lookout Lodge to be won, including one night’s stay for a family and 2 days’ Family entry to ZSL Whipsnade Zoo with dinner and breakfast included. Premier Foods is increasing its investment in marketing for both its Mr Kipling and Cadbury cakes brands. Mr Kipling was relaunched in September 2014 with a major campaign headlined by a TV ad featuring a young child and a pink elephant in a park. Mr Kipling is trying to shake off its image as a brand for older consumers with a new appeal to younger families and in particular mums.