Manor Bakeries is reportedly investing £8m (US$14.9m) to relaunch the Mr Kipling brand. The UK cake brand Mr Kipling is to undergo a £8m relaunch in the UK to keep up with changing consumer demands, according to a report. The campaign, which runs from January 17 until early April, emphasises the brand’s heritage and expertise in baking cakes. The brand aims to capitalise on consumers’ desire for authenticity and quality.

The budget for the relaunch represents the largest amount of money the company has put behind marketing the brand and will involve a media campaign, new packaging and new products. The first stage to the advertising campaign will include a set of ten-second executions to top and tail advertising breaks and the second stage, which is planned for March, will include a series of 30-second advertisements.

The advertisements feature the hands of ‘Mr Kipling’ perfecting the recipes for his ‘exceedingly good cakes’. This emphasises the heritage of the brand in baking cakes and the expertise of the fictional ‘Mr Kipling’, which creates a hearty and trusted image for consumers. Today’s consumers value authenticity and heritage in a brand as they are becoming increasingly aware of, and frustrated with, marketing spin.

The second series of advertisements supports the new premium whole cake range. UK consumers are finding their leisure time increasingly limited as work and commuting commitments take their toll. This has led to the growth in purchases of indulgent treats as Britons look for products that might help them escape the stresses of everyday life – however fleetingly.

Manor Bakeries is therefore looking to create a premium image for the brand to capitalise on consumers’ desire to trade up to higher quality products. A recent Datamonitor survey revealed that 73% of respondents chose quality as the main motivation for product choice when indulging or treating themselves. The Mr Kipling brand is already a market leader in its segment; however, owner Manor Bakeries is continuing to invest and update the cakes’ image to keep up with changing consumer demands.

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