Mr. Kipling respond to slogan ditching rumours with exceedingly good ad
By Rich Leigh on Wednesday, March 12, 2014
Rumours have been flying around for a couple of days that cake maker Mr. Kipling was getting ready to ditch its 50 year old ‘exceedingly good cakes’ slogan. The Mirror wrote about it, as did the Telegraph, Marketing Magazine and plenty of others. It’s rare for a brand’s strap-line change to be national news, but when it predates most of the people reading the news and the advertising has helped to keep it a market leading brand for decades, it feels like something of a British institution.
Golden Wonder responded (through PR agency Bottle) quickly with this playful mock-up:
It all sounds a bit overblown though if today’s ad on the back page of the Metro is anything to go by, with Mr. Kipling responding in a simple yet effective way:
Although the national backpage ad will have set the company back a good few quid, all from a rumour that could have otherwise been completely ignored, the marketing team at (or of) parent company Premier Foods has really done exceedingly well with this social-media friendly reply.
Thank you to Jess Balme for tweeting with the Metro ad.