Premier Foods Easter Range

Mr Kipling and Cadbury Cakes are launching an on-pack competition to give shoppers the opportunity to win adventures through its cake packs, including a dream family holiday for four people, days out and over 100 other prizes.

Running until 16 May across all retail channels, the promotion appears on some of Cadbury and Mr Kipling’s most popular Easter cake SKUs, including the Mr Kipling Lemon & Raspberry Mini Batts and the returning Mr Kipling Deliciously Good Hot Cross Pies

Global marketing director for sweet treats at Premier Foods Naomi Shooman said: “At Easter, consumers are more likely to be spending time with friends and family, so we’re expecting more shoppers to turn to the category for sweet treats to share with loved ones. Our distinctive on-pack executions and in-store activity, makes the cake aisle an exciting destination to shop – especially when prizes are on offer. Our aim is therefore to disrupt and recruit shoppers into the cake category during the Easter period and excite them with the latest Mr Kipling and Cadbury campaign which could see them win the likes of a dream family holiday.”