Mr. Kipling: Salvation Army

Waiting for a bus is now a diet-buster.

Published on Dec 13, 2012

Editor's Pick

Must be fun to hang out at bus shelters in the U.K. Sometimes you're being assaulted by the smell of baked potatoes, courtesy of McCain. Or sometimes, you're getting free cakes, thus ruining your diet, from Mr. Kipling. The latter brand is now back with a holiday campaign from JWT London to promote its Christmas cake flavors, Mince Pie and Black Forest Whirls) via cake dispensers that distribute free slices (in resealable packs, which the brand is also promoting) at the touch of a button. And if you don't want to fall off your diet-wagon, the sites are also scented with the smells of the cakes, and will play a specially recorded version of "We Wish You a Merry Christmas" by the Salvation Army, which gets a donation per dispensed slice.

An accompanying campaign, "A Miniature Kipling Christmas," features miniature sets of people in various Xmas settings. Check them out on the right.

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Dec 13, 2012
JWT London
Mr. Kipling
Executive Creative Director:
Russell Ramsey
Mark Campion
Adam Collins
Art Buyer:
Romana Kit
Creative Planner:
Alex Fennemore
Media Planner:
Anna Kasby
Johanna Parkin
Transmission by Hogarth
Outdoor UK

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