Mr Kipling : advert-body-3 by Robot Food Design
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Kipling needed a confident international expression and Leeds-based strategic branding agency, Robot Food, were chosen to deliver. With no strong existing equity in the international market, the team reinvented Mr Kipling as a true challenger, infiltrating a tired and old-fashioned category with a design that felt exciting and premium.
The classic Mr Kipling wordmark stands front and centre on pack while straight-talking language brings a younger confidence. The team chose to replace the famous strapline with a compelling reason to believe for a brand-new audience. ‘Make every day delicious’.
On the finished result, Kimberley Tonge, senior brand manager for international sweet treats at premier foods, said: “We love it, the design is still the brand without relying on nostalgia. It’s fresh and iconic.”
