Mr Kipling’s Best Ever Mince Pies

Client: Premier Foods / Mr Kipling

Project: Best Ever Mince Pies

Location: Manchester, UK

Deliverables:

  • 1 x 0:20s hero adverts for a YouTube Pre-roll campaign

  • 1 x TV ad played out on ITV prime slots in the run up to xmas

  • 10 x 5K screengrabs

Dead Pixel did:

  • Ideation & Creative Treatment

  • Pre-production

  • Casting

  • Prop Sourcing and Set Design

  • Filming

  • Directing

  • Editing & grade

  • Clearcast approvals

  • Broadcast submissions to channels

Quote of the Shoot:

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

The Brief

Following on from the success of our Christmas 2023 campaign we were approached by the Kipling team for a new ad that had to work on Youtube and TV.

Already familiar with the brand but with an enhanced new product and much larger media budget to work with we soon got into planning, pre-production and casting for their latest campaign.

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 complimenting 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, Hair/ make up artist and Production assistant bringing the 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. Everything was shot in order making continuity seamless.

It’s not a foodie ad without a bit of super slow mo. We tweaked the lighting and got some beautiful macro slow motion details of the mince pies with our camera rigged to a mechanical 360 arm for some fun parallax shots.

We then switched the set around after lunch to create a hall way scene and shoot the final end cards for the call to actions.

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 4 days.

The voiceover session was recorded and directed remotely with the files supplied by the artist and dropped into our sequence.

The brand team offered up some notes before heading into a full grade through Da Vince Resolve to help compliment the lighting and draw the audiences eyes to the product.

4millions views on Youtube later countless runs on TV it’s safe to say this campaign was well received by viewers.

Maybe you saw it and enjoyed one of Mr Kipling’s Best Ever Mince Pies yourself.

Behind the scenes with Dead Pixel and Mr Kipling

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