These Mr Kipling Desserts Have a Roald Dahl-Inspired Branding
Michael Hemsworth — September 15, 2020 — Marketing
References: mrkipling & talkingretail
These Mr Kipling desserts have been unveiled by Premier Foods as a new lineup of products for consumers to pick up this autumn to help celebrate the arrival of cooler temperatures and Halloween season. The limited-edition treats feature the imagery from some of author Roald Dahl's most iconic works including The Witches and more. The products are being launched with a promotion that will give shoppers the chance to win one of 100 weekly prices inspired by the story of The Witches.
Brand Director for Sweet Treats at Premier Foods Mathew Bird spoke on the new Mr Kipling desserts branding saying, "Despite the challenges we have all faced during the ongoing COVID-19 pandemic, consumers are still keen to engage with seasonal occasions over the coming months, as they look for opportunities to create positive experiences at home. Our returning favorites, alongside our new Roald Dahl inspired products from The Witches, have great appeal to a broad demographic of shoppers and are set to drive excitement and demand in the category again this year.”
Brand Director for Sweet Treats at Premier Foods Mathew Bird spoke on the new Mr Kipling desserts branding saying, "Despite the challenges we have all faced during the ongoing COVID-19 pandemic, consumers are still keen to engage with seasonal occasions over the coming months, as they look for opportunities to create positive experiences at home. Our returning favorites, alongside our new Roald Dahl inspired products from The Witches, have great appeal to a broad demographic of shoppers and are set to drive excitement and demand in the category again this year.”
Trend Themes
1. Seasonal Occasions - There is an opportunity to create seasonal-themed products and promotions to engage consumers and create positive experiences at home.
2. Iconic Works Branding - Using imagery and branding from iconic works of literature, such as Roald Dahl's novels, can create a strong connection with consumers and drive excitement and demand for new products.
3. Limited-edition Treats - Launching limited-edition treats can generate consumer interest and create a sense of exclusivity, especially when tied to popular cultural moments like Halloween.
Industry Implications
1. Food and Beverage - The food and beverage industry can leverage seasonal occasions to introduce new products and engage consumers with unique flavors and packaging.
2. Publishing and Entertainment - Publishers and entertainment companies can explore partnerships with brands to bring iconic works of literature to life through branded products, creating new revenue streams and increased fan engagement.
3. Promotions and Marketing - Promotions and marketing companies can help brands create exciting campaigns and giveaways tied to limited-edition treats and seasonal occasions to drive consumer interest and increase sales.
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