Cake brand Mr Kipling has released a range of Valentine’s boxes in the UK, featuring phrases such as ‘love you cherry much’ and ‘you’re baking me crazy’.
The seasonal packaging was designed by BrandOpus and will be rolled out across Mr Kipling’s full range of cakes for a limited time.
Other messages include ‘you’re the apple of my pie’, ‘in a whirl over you’ and ‘batting my lashes at you’ – for the Battenburg cake variety.
The designs will allow consumers to say it with cakes this Valentine’s, and Mr Kipling is hoping that shoppers will be substitute the more conventional option of chocolate for one of its novelty seasonal packs.
Mr Kipling marketing controller Kelly Davis said: “BrandOpus definitely delivered on brief with this activation. Mr Kipling’s new special-edition packs look contemporary and striking without compromising on brand standout. They are already delivering strong impact in-store, especially when merchandised together on Gondola ends and on Valentine’s seasonal aisles.
“We certainly had lots of fun creating the fun and cheeky messages. These engaging packs will tap into the impulse nature of the cake category, giving shoppers a new reason to buy Mr Kipling and, if it spreads a little love, then all the better! Here’s to the nation having an exceedingly good Valentine’s day this year!”
Last year for Valentine’s Day, the brand released a special edition of its French fondant fancies called Fondest Fancies, which inspired the redesign of the entire range this time round.
It previously commissioned BrandOpus to create a new brand identity and packaging design for all of its cake products.
The new identity embodied the character of Mr Kipling by establishing his signature as the key visual element, at the heart of a pack wrapped in a colourful and illustrative pattern.
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