MR KIPLING ROALD DAHL PARTNERSHIP
For their summer campaign Mr Kipling cakes wanted to partner with a brand which shared their core values and personality to increase brand awareness. With his much-loved classic children’s books, the Roald Dahl brand was a perfect fit, and the ongoing partnership has continued to increase sales and had a great response from customers and retailers.
The Splendiferous Summer campaign ran in Tesco stores nationwide, with some great Roald Dahl themed prizes up for grabs. Using the iconic Quentin Blake illustrations, I designed packaging for the existing Mr Kipling range of cakes with a Roald Dahl twist, as well as press adverts and POS and a microsite to promote the campaign activity.
The competition had 50,000 entries and the partnership was nominated for Campaign of the Year in the Food and Drink Federation awards.
The campaign microsite included an ‘INSPIRE’ activities section for kids over the summer holidays. For this part of the microsite, I designed a whole range of fun craft ideas, games and days out inspired by favourite Roald Dahl characters such as Willy Wonka, Matilda and The BFG.