Mr Kipling, the UK bakery company, has launched “A Miniature Kipling Christmas”, a national Christmas advertising campaign promoting its seasonal range. The outdoor campaign shows miniature figurines enjoying the festivities dwarfed by two new Christmas products Mince Pies with Brandy Sauce, and Black Forest Whirls, as well as favourites such as Christmas Cake Slices and Frosty Fancies. Four seasonal winter scenes are included: Salvation Army, Christmas Trees, Ice Skating and Snowball Fight.
The ‘Salvation Army’ ad features cake dispensers, which are located in a number of key locations and distribute free slices of Mr Kipling Christmas Cake at the touch of a button. The sites are scented with evocative festive aromas and will also play a version of ‘We Wish You A Merry Christmas’ recorded exclusively for Mr Kipling by the Salvation Army. A donation will be given to the Salvation Army for each cake slice dispensed.
The Miniature Kipling Christmas campaign was developed at JWT London by executive creative director Russell Ramsey, creatives Mark Campion and Adam Collins, planner Alex Fennemore, account director Brooke Curtis, photographer Johanna Parkin, art buyer Romana Kit. Retouching was done by Transmission at Hogarth.