New Campaign Launched by Cake Brand Mr Kipling to Win Hearts and Minds

With the aim of raising the bar on the cake industry and increasing its market share, Premier Foods brand Mr Kipling has kicked off a major new ad campaign this weekend.

Created by the JWT agency, the multi-platform campaign has launched with a fresh creative message around the concept "Life is better with cake". Contrary to rumours however, Mr Kipling's long-standing strapline "Exceedingly Good Cakes" has been retained.

The campaign is focussed around a TV ad which tells the story of a boy and his imaginary pink elephant friend who undertake an adventure, then share a piece of cake. It will be complimented by an experiential event, partnerships with the X Factor and Heart Radio, in-store marketing and digital ads.

Mr Kipling is one of Premier's eight core brands that are to benefit from a marketing investment this year, following the success of previous campaigns which boosted the company's share of the ambient food category in 2013.

Premier Foods Cake Category Marketing Director, Matthew Critchley, commented on their latest activity: "This campaign will really put Mr Kipling back in the hearts and minds of consumers. Life truly is better with cake - and we want the world to experience that delight more often."

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