We captured the imagination of the public with one of the most talked about and shared Valentine's consumer PR campaigns, singled out by consumers as ‘being everywhere’ and by the PR industry as ‘winning’ Valentine’s Day.

To drive awareness of Mr Kipling’s new Valentine’s cake range, we created and launched the ‘Bou-cake’ - a limited edition bouquet of roses and Mr Kipling cakes for influencer outreach as well as for consumers to purchase.
Our story made prime-time viewing on ITV’s Lorraine, generated 50+ pieces of editorial, featured alongside Ralph Lauren in Vogue, was quoted by Tatler as ‘Out of this World’ and sparked live radio debates.

As well as ‘catching fire’ across social media (including becoming Chris Moyles’ second most ‘Liked’ Instagram post, with 5.6k 'likes' in just one day - more than double that of his post with Ewan McGregor), the campaign created 14m social media impressions, reached 14m Followers, created 130m opportunities to see, as well as achieving 'iconic’ Trending status on Twitter. Valentine’s Day activity delivered +12.5% growth yoy for Mr Kipling with PR being the only marketing driver. The campaign was voted the 2nd best Valentine’s Day campaign by PR Week readers.

Back to News