Stacked with stale dated brands, the cake aisles of further afield proved a tasty opportunity for Premier Foods' International Team. Mr Kipling needed a confident international expression and Robot Food, were chosen to deliver.
We found most popular US products were actually pre-packed with super long shelf lives, but Australian consumers almost always preferred ‘just baked’. ‘Fresh quality’ was our common ground to work from and key to communicate.
These are iconic products so cake is the hero and, wherever possible, product shots are accompanied by photography of prominent ingredients. We drew inspiration from European patisseries and chose bright pastels for a fresh, contemporary aesthetic over stronger bold colours that risked feeling artificial.