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Mr Kipling: Salvation Army

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Mr Kipling has launched a national Christmas advertising campaign promoting its seasonal range.The outdoor campaign, created by JWT London, features the 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.
'A Miniature Kipling Christmas' shows miniature figurines enjoying the festivities. The campaign is made up of four executions called '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.
Media planning and buying for 'A Miniature Kipling Christmas' has been handled by Starcom. The 'Salvation Army' cake dispenser activity was secured by Starcom through JCDecaux Innovate.
The work builds upon the 'Jubilee Celebrations' work, also created by JWT London, which ran earlier this year and celebrated the Queen’s Diamond Jubilee.
Credits Other credits

Art Buyer: Romana Kit

Media agency: Starcom

Media planner: Anna Kasby

Interactive media site owner (for Salvation Army ad): JCDecaux Innovate

Retouching: Transmission at Hogarth

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