Premier Foods is injecting £10m over the next 12 months into its Mr Kipling cake brand,  to attract new shoppers and  drive growth in the packaged cake category.

The initiative has started with a marketing and promotional campaign that is centred around the campaign idea - ‘Life is better with cake’. This will be supported by a new packaging design across the portfolio, and a TV advertising and media campaign that will be boosted by a digital and licensing partnership with The X Factor.

Jo Agnew, marketing controller for Mr Kipling, said: “Our ‘Life is better with cake’ campaign idea came about following research which identified that, although price remains important, shoppers often have a strong emotional connection to sweet treat brands. The new, fully-integrated approach perfectly builds on this connection by linking consumers’ fond memories of the brand and the delight associated when enjoying cake.

“‘Life is better with cake’ represents the business’ biggest and most important campaign idea in recent years. As the number one in packaged cakes the campaign platform, coupled with a packaging refresh, puts us in the best position to reinvigorate the category and drive overall growth.”

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