Mr Kipling's New Campaign Celebrates The Power of Unexpected Joy

Mr Kipling returns to television today with its first new commercial in two years to bring a deeper meaning to its famous, much-loved “Exceedingly Good Cakes” slogan.

Created by McCann London, this new campaign puts real, human stories centre stage. It shows how Mr Kipling knows that sometimes it’s the smallest of things that can mean the most, bringing “Exceedingly Good” moments of unexpected joy to our every day.

The commercial features a cheeky young boy who, at a family gathering, is scurrying around trying to nab a Mr Kipling cake. This “little thief” fails time and time again until, finally, he manages to sneak a Mr Kipling Angel Slice. When the boy gets home, he suspiciously rushes upstairs to scoff the sweet treat. Or does he? This “Exceedingly Good Cake” may just turn out to be an exceedingly loving gesture for his grumpy, teen sister.

Running for six weeks across TV and online, the commercial is part of a wider campaign to launch the new Mr Kipling brand platform. The campaign champions the little things in life that bring enjoyment to Mr Kipling’s customers and the power of an “Exceedingly Good Cake”.

Helen Warren-Piper, Marketing Director, Premier Foods PLC, said: “For over 50 years, Mr Kipling cakes have been bringing enjoyment to millions of UK households every day. This campaign is rooted in a life truth that sometimes it's the little and seemingly insignificant things in life that can mean the most. In the advert we see the strong emotional connection that consumers feel with the Mr Kipling brand in a very charming and real way. This campaign reinforces the long-held territory of ‘Exceedingly Good Cakes’ and closely reflects the way that consumers talk to us about their love for Mr Kipling.”

Laurence Thomson, Co-president and Chief Creative Officer, McCann London, said: “We’re super proud of this campaign. It gives the brand’s heritage a fresh twist and for the first time highlights the many different possible interpretations of the ‘good’ in its Exceedingly Good mantra. Looking forward to what comes next.”