Mr Kipling’s Best Ever Mince Pies

Client: Premier Foods / Mr Kipling

Project: Best Ever Mince Pies

Location: Manchester, UK

Deliverables:

1 x 0:17s hero adverts for a YouTube Pre-roll campaign
10 x 5K screengrabs

Dead Pixel did:

Ideation & Creative Treatment
Pre-production
Casting
Prop Sourcing
Filming
Directing
Editing & grade

Quote of the Shoot:

“120 mince pies have just been delivered to the studio…is that right?"

The Mr Kipling brand team approached us in November ‘23 to come up with a new YouTube pre-roll brand ad for their latest premium mince pie. The real clincher was that they wanted to run the ads in a few weeks!

We had the key features and some example ads they liked as asked us to pitch some ideas. 3 detailed concepts later and we settled on one idea that had the right mix of product detail and lifestyle to really sell the premium vibes of Mr Kipling’s Best Ever Mince Pies.

Pre-Production

Storyboarding, casting, set dressing and production logistics all had to be worked on in tandem by the whole team with regular check-ins to make sure we would hit this tight deadline.

The look & feel the client wanted to strive for was premium ‘John Lewis’ vibes elevating their current branding. We immediately started pulling in options for props, set dressing and clothing that we felt would work the best.

Once the cast was approved and the shoot date locked in we were onto production.

Production

We lit and dressed the studio the day before production to allow plenty of time with the talent on set. The nimble production team consisted of a director, producer, dop, 1st ac, food stylist, make up artist and production assistant bringing the 0:17s brand ad to life.

Everyone arrived on site at 8:30am with Chiara (our actress) heading straight into hair and make up whilst the remaining team rigged the cameras and lighting.

We had a detailed shot list to work through and a few ‘safeties’ just in case the legal team fed back during the edit process. We switched the set around after lunch to create a hall way scene and shoot the final end cards.

We wrapped by 5pm and put the studio back to some form of normality.

Post-Production

To meet the fast approaching deadline, we started the edit the day after production finished and had a 1st draft with voice over, a rough grade and sound design completed within 2 days.

We then gave the brand team 3 days to consolidate their feedback allowing our edit team to do any tweaks before the ‘go live’ date.

The campaign film went through a full grade in Da Vince Resolve to help compliment the lighting and draw the audiences eyes to the product.

800k views later and the video campaign was a success. Maybe you saw it and enjoyed one of Mr Kipling’s Best Ever Mince Pies yourself.