Mr Kipling channels Roald Dahl in new campaign by 20ten

20ten Mr Kipling The Roald Dahl Story Company

Heroes and Villains from much loved Roald Dahl stories including The Twits, The BFG, Matilda and The Witches are hitting retail stores, including Tesco, across the summer in a fun family campaign for Mr Kipling.

Mr Kipling and Roald Dahl

In a partnership with Premier Foods and the Roald Dahl Story Company, 20ten has created an undeniably “Splendiferous” brand campaign to boost the natural drop in UK cake sales during the summer months.

The multi-channel, through-the-line campaign featuring in-store activations, on-pack competitions, packaging take-overs and limited editions, theatre in store and campaign microsite, were concept-designed by creative agency 20ten.

Activity kicked off exclusively in Tesco stores last month, as well as Tesco Group retail outlets: BRP, Booker, Budgens and Londis, before continuing with the Tesco Group and going live nationally in more retailers including ASDA, Sainsbury’s and Morrisons this summer.

20ten Mr Kipling The Roald Dahl Story Company 2
Exceedingly good fun: Mr Kipling comes together with Roald Dahl.

Mat Bird, Mr Kipling’s Brand Director, said: We have had such great results from past campaigns with 20ten, we are delighted to see this work appearing again as we offer limited edition packaging across our Mr Kipling range this summer 2021.”

Dan Bacon, Creative Director, at 20ten, added Fusing these two iconic brands and combining our favourite characters with cake almost felt like the perfect brief! 

“The partnership is extremely close to our hearts and making sure it connects with families in retail environments was key to its success. 

“With such cherished IPs delivering it in the right way and in the right places became a key focus for us on the campaign and with the materials we had to work with it was never going to be anything but a joy to execute.”