Taking Mr Kipling Worldwide

The cake aisles of further afield tempted Premier Food’s international team and we brought fresh quality to the table.

Our Client Says…

“Entering a new market as a challenger meant Mr Kipling would need a bold new presence to compete. Robot Food completely unified the brand with a fresh design that’s ready to break into international markets.”

Kimberley Tonge — Senior Brand Manager for International Sweet Treats at Premier Foods

In Australia, private label dominated 80% of the market share while the US preferred long-standing, nostalgic brands and own-label bakery treats. On both fronts, Mr Kipling could compete head-to-head on quality and freshness, so instead of relying on the brand’s equity, we chose to focus on establishing Kipling’s creations as icons in their own right.

Taking inspiration from European patisseries, bright pastels were chosen for a fresh, modern aesthetic. We balanced this freshness with a strong brand mark, showing the Kipling name front and centre.

Mr Kipling’s offer of fresh, quality packaged treats was its strongest asset in both markets so we chose to hero the cakes on the front of pack, accompanied by shots of prominent ingredients wherever possible.

The new strapline ‘make every day delicious’ is a straight-talking compelling reason to believe for new audiences.

Initially intended as two executions, we developed a holistic approach for a unified look that has altering variants for each market.

Mr Kipling’s seasonal products incorporate beautiful festive products into the design through aerial food photography. Traditional seasonal cues were modernised, with clean shapes set against bold, bright colours that shout loudly from shelves.

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