Starfish Communications is to promote a range of cake mixes in a
consumer-focused campaign for McDougalls Foods, a division of food giant
Rank Hovis McDougall.
The initial focus of the work will be the Christmas range offered by
McDougalls under licence from Cadbury's. A Bob the Builder cake mix is
expected to be a big seller.
Starfish joint managing partner Julien Speed said the campaign would
primarily target 'mums with kids' through women's consumer titles and
would include media sampling.
'McDougall's is helping re-energise the home baking market, which was
virtually dying out,' Speed said. Starfish has a three-person team on
Jacky Ward, McDougalls marketing manager, said popularising baking
mixes, particularly to the food media, required an innovative approach:
'Some of the people who write about cooking can be rather snobby about
baking mixes. We had to find a different angle to get coverage.'
As well as seeking coverage in the women's press, she said the campaign
would target trade and other consumer press to raise awareness of what
she claimed were the time-saving qualities of McDougalls' products.
In addition, a competition is running on BBC Radio 2's Steve Wright in