Molly Fleming and Ben Davis wrote an article for MarketingWeek titled How innovation and creativity helped turn around Premier Foods’ brands.

« [UK marketing director Yilmaz Erceyes] noted that “marketers often get bored before consumers” and that Mr Kipling’s strong brand love meant he decided to bring back an older version of the logo, re-emphasised the ‘exceedingly good cakes’ line and Mr Kipling’s voice, refreshed packaging designs and sought to establish an emotional connection with consumers through a new TV campaign. »

« He added that “emotional campaigns outperform functional ones,” arguing that strong brands are a must and that maximising reach is necessary to maximise returns. »

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