Mr Kipling is unveiling a new outdoor campaign secured by Starcom through JCDecaux, featuring poster sites which dispense free cake from specially converted poster sites.
To promote the launch of the ‘snap pack’ format, 500 Angel Slices will be distributed a day at each of 19 locations, including sites in London, Nottingham, Birmingham, Manchester, Sheffield and Glasgow. The creative was handled by 101.
Michelle Wilde, brand director of cakes, said: “The repositioning of Mr Kipling is a major commitment for Premier Foods and we are already seeing some success with our new products and pack formats in-store. This activity forms a key part of a whole new campaign for the brand in 2012.”
As well as issuing cakes, the vinyl-wrapped shelter will emit the smell of Angel Slices from a scent spray used on the poster site.
Actress Joanna Page from Gavin & Stacy fame is fronting the PR side of the campaign, including switching on the first dispenser on London’s Tottenham Court Road.
The dispenser ads will also be supported by a major experiential campaign with a ‘Cakemobile’ touring the UK from 27 March until 9 May. The activity will focus on an interactive vehicle commissioned and managed by sampling agency RPM and will promote the brand’s snap pack format in a celebration of ‘cake-to-go’ to around 500,000 consumers.