This document analyzes an advertising campaign by Mr. Kipling where they constructed a billboard out of 13,360 cakes to promote their products. It discusses how using a billboard made of cake gets attention by being unique and offering free food. It also notes that they chose to feature a little girl because children find cakes appealing. The document considers the target demographic to be mothers and children and discusses distribution in stores, newspapers and public transport. It provides insight into the production process and potential legal or ethical issues with the campaign.

1. P A U L A P E R E Z
Case Study

2. Analysis
Their logo is used in
their font
To represent their
company.
‘’Life is better with cake’’ is their motto. This is
In the poster because its something that attracts
people
And its been used for years so people know that
it’s
Mr. Kipling
The girl is
wearing pink
which is
The main colour
of their cakes.
They’ve made a
billboard out of
13,360 cakes to
promote their product
Which gets the
audience’s attention
because
Its different, because it
stands out and
because
Its free food!
They have also used this poster
To represent their advertising
Campaign.
They have chosen a little girl because it attracts more
Than having an elder for example. Kids are adorable
And they love their product as its cake and kids tend
To love sweet things.

3. Analysing Print adverts
This is an On Brand charity.
This is a Brownstone Print Advert.

4. Analysing Print Advert.
They have used symbolical codes
such as the eyes and the different eye
colour. This shows how everyone is
different.
They have used a child for the advert
because they are young and innocent
and you are automatically made to
feel sorry for them.
The woman is helping
the little girl which
gives he idea that
she's helping her
through and that
she's not alone in this.
They have added the
glasses onto the shot to
make sure everyone
knows that they have the
equipment that it
requires to help people.
They have also used a
different font for their
logo which relates tot
heir campaign. This
advert mainly focuses on
the symbolic codes
instead of the written
codes and technological
codes.
They have used a close
up of the woman
helping the little girl
and they have blurred
everything else on the
background, enough for
you to know where they
are. They have done
that to get the reach's
attention onto the main
situation.

5. Analysing Print Advert.
You can tell her hair
has been dyed. Its a
red tone that easily
stands out which links
to the text on the right
'Hair colourists'
meaning they are
promoting their work.
Also they have added their logo onto their advert 'Stilo'
meaning they have their own company and they are
putting it out there for people to notice their logo.
Where the written code
on the rights is, they
have added some lines
at the top and at the
bottom of the text
which links to their
logo.
This woman, is looking
straight at you making you
feel like she is talking
directly at you, like she is
trying to get your
attention.
They have added some more written code son the
bottom left of the advert, which kind of looks like a
small logo with again more information ''hair,
products, beauty''

6. JWT
 JWT is the biggest advertising company in the world.

7. Media Campaign Task - Print
Type: print
Agency: Jwt
Client: Mr Kipling

8. Link To Advert.
 http://jwt.co.uk/news/jwt-london-creates-an-
edible-mr-kipling-poster.html

9. Demographic.
 Women tend to be the target audience for this product, usually mothers
who just want to buy some cheap yet nice cakes for their kids or maybe
even for themselves.
 People who would often tend to buy this product is people who don’t
have a lot of spending power. They don’t go to buy an expensive snack
for their kids, they look for something cheap that they know they can
afford.
 Their lifestyle might consist of a single mum getting benefits for their
kids or they might have an average paying job.

10. Advertising Company - JWT
This Company was founded by Williams James Carlton in 1864.
In over 90 countries this agency employees over 10,00 people in over
200 offices.

11. Advertising Company – JWT. Previous Work

12. Advertising Company – JWT. Competitors.

13. Audience Research.

14. Audience research
 3 out of 5 people
would like to buy the
product.
 4 out of 5 people
liked the advert.

15. Target Audience
 The target audience, judging the advert would be mothers and
daughters as the colour pink is a big theme in this advert.
 Although from my audience research, I used my mum as one of the
audience and she said that she wouldn’t, whereas teenagers said that it
is likely that they would go and buy the product.
 The target audience is pretty large as most people like cakes, therefore
the variety of people is pretty large.
 Kids are also a main target as they love anything that’s sweet, and these
cakes have a layer of icing which is pretty sweet.

16. Distribution Channels
Distributed Mr Kipling's cakes
All around England at Bus stops.
Appeared on the newspaper, Daily
mail
To advertise their product. Often
found on trains, metro.

17. Daily Mail.
To advertise on the Daily mail it costs about &35,000 on a full page.

18. Bus Stop
Bus Stop advertising/ Bus Shelter advertising usually costs around £120 +
VAT per panel per week (Min 2 Weeks).

19. Impact on the audience.
 There were a lot of people that walked past on that day where the cakes were being set up and they all
seemed happy with the product. Some guy said that he felt hungry just by looking at the poster,
meaning that the billboard has been a success.
 Although they could have been some issues with the fact that they were getting offered some caked
that have been touched by people, even though they were wearing gloves they have been put on the
billboard.
 Maybe people from up north wouldn't’t be too happy because of the fact that the advertising campaign
was being done in London.
 There’s a video on YouTube of people getting interviewed about the billboard and there was a guy that
said he felt hungry which makes you think he’d start buying more.
 This is a good way of advertising their product as people are getting something for free and its not just
any brand of cakes, its Mr. Kipling. This would also increase awareness of the product as people will
take pictures of this eye catching advertising technique and put it up on social media such as Facebook,
twitter, Instagram and tumblr and so on.
 'We were never going to go against the Mr. Kipling ethos that has been part of national culture since
1967.’ was one of the comment that appeared in the daily mail, so the impact on the audience has been
good after the advertising campaign.
 And because this is a stunt it attracts more people to it which they will then take photos and distribute
them onto the social media, which can only keep expanding.
 And there was a mum saying how her mother used to hide them when she was young but she would
always find them, showing how long these cakes have been selling for and how it brings back
memories to the audience which is definitely a good impact.

20. Legal And Ethical Issues.
This advert could be offensive in the sense that is being sexist 0 little girl wearing pink skirt.
Or even racist by the fact that they are all white.
‘’Life is better with cake’’ is saying that you’re not living as well as you could because you’re
not having cake – this could get complaints because it encourages people to eat cake which
leads to obesity.
They haven’t tried to deny the fact that there’s a lot of sugar in the cakes, meaning they are
ignoring that fact.

21. Production Process
 The production process consist of not just the actual billboard but all
the work that has been done before to plan it all out.
 For example, the kept their brand slogan under their logo and also
manage to come up with a new slogan for the new advert ‘’life is better
with cake’’
 They would have needed to come up with different ideas to get to the
final one.
 They would need to hire a photographer, make up artist, costume
designer and maybe even build the billboard to see if the cakes fitted in
the space that they needed to fit.
 Also measure the size of the different cakes to know roughly how many
they would be able to fit in one line.
 Another thing they would have needed to do is draw the whole poster
and design it in a way that looks appealing.

22. ASA- They look at this criteria.
 Not encourage violence or anti-social behavior.
 Must not encourage unsafe practice.
 Must not portray children in a sexual way.
 Adverts should comply with the law and should not incite anyone to
break it.
 Age restricted. Alcohol and gambling must not be targeted at or likely
to appeal to children under 18 years old.
 People shown drinking must neither be nor seen to be under the age
of 25.
 Contain nothing that can cause serious offense.
 Also featuring sexual imagery. Particularly that children that are
more likely to see must be carefully targeted and avoid causing harm
or offense.

23. ASA- Mr. Kipling
 “The debates about food advertising to children, or more specifically ads for less healthy
products, are inextricably linked with wider societal concerns about childhood obesity. “
 I have researched into the advert and I have not been able to find any complaints for this
poster made out of cakes, however there have been some complaints about their older
advert which shows a woman giving birth on a stage at a nativity play.
 ‘’ condone or encourage poor nutritional habits or an unhealthy lifestyle in children’’ and
‘’ give a misleading impression of the nutritional benefit of products’’
 mr.kipling’s advert does not do that even though the slogan and the fact that they have
made a huge billboard out of cake might give the wrong impression to kids, and making
them think its okay eat all those cakes.