There was much oo-ing and ahh’ing last week - starting at Cirkle HQ and spreading to influencers last week as our teams visited 14 different media houses to deliver Valentine’s goodies to 30 leading journalists and bloggers.

To create awareness of Mr Kipling’s limited edition packs of Valentine’s cakes (‘Batting my lashes at you Battenberg’, ‘Love you cherry much Cherry Bakewells’ and ‘Fancy a Kiss Fancies’), we created 40 stunning bouquets (aka Bou-Cakes).

Made up of pink roses and Mr Kipling icons including Battenbergs, Cherry Bakewells and French Fancies, they were accompanied by our press releases in the format of Valentine's Day cards.

Much chatter, comments and sharing on Twitter and Instagram ensued as very happy recipients across print, online, social and broadcast media posted images of the Bou-Cakes and thanked Mr Kipling for their surprises.

As part of Premier Foods' internal engagement programme, the Mr Kipling owner is also running internal competitions for its team to win limited edition Bou-Cakes for the big day.

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