Wednesday, 04 April 2007
Digital communications agency, Code Computerlove, has produced the new website for Mr Kipling, the UK's number 1 cake brand. Mr Kipling new site sets out to engage with consumers whilst communicating the heritage and expertise of the brand.
Jarrod Bull, account director at Manchester-based Code, comments, "Mrkipling.co.uk offers a complete brand experience and works to engage with visitors on several levels. Consumers will have the impression that Mr Kipling himself is talking directly to them, guiding them through the full Mr Kipling range, and nutritional information on each and every product is available. There's also a fun and interactive 'What's your favourite' section, which enables users to find out what their favourite Mr Kipling cake says about their personality."
The site features some of the iconic product imagery and advertising that are synonymous with the brand and its famous 'exceedingly good cakes' strap line is communicated throughout. It will be regularly refreshed in line with seasonal changes and to enable hero products, such as Cherry Bakewells, to be highlighted.
Mr Kipling Senior Brand Manager, Katie Socker, adds, "Mr Kipling's market-leading position derives from the heritage and expertise of the brand; its use of tasty ingredients and its ability to provide a cake for all occasions. The new Mr Kipling site successfully communicates all these factors, whilst also providing the user with a fun and interactive experience.
The launch of mrkipling.co.uk follows the introduction of new packaging for the brand in 2006, which was combined with recipe improvements to core products and a PR campaign that included experiential sampling amongst 200,000 consumers.
Mr Kipling is owned by RHM plc, for whom Code Computerlove is the sole digital design agency. The agency has also created digital marketing campaigns for RHM Foods brands including Sharwood's, Hovis and Rombouts. Code's client list also includes HMV, Waterstones and Kimberly Clark.
Back