Mr Kipling: Reinventing a brand icon - IPA Effectiveness Awards Case Study 2002

Brief Description: How do you stem a ten-year decline in brand share when you're shackled to a relic of the past? For Mr Kipling, the answer was to walk a strategic tightrope between cremation and re-incarnation, rebuilding the brand and its (in)famous icon. Since re-launch market share has witnessed 8% growth year on year. Average annual number of packs per person is up 17.6% and annual spend up by £1.07 per person - not inconsiderable for a brand that's bought by 52% of UK households! ;---(TAGS)--- Full Title: Reinventing a brand icon ; Number: 2002/27 ; Brand Name: Mr Kipling ; Client: Manor Bakeries ; IPA_ProductCoding: Food (Bakery goods - bread/cakes/crackers/biscuits) ; Agency: Saatchi & Saatchi ; Author: Thea Tetley ;