MR KIPLING Reminds Viewers That Sometimes  Little Things Mean The Most With New TV Advert

Britain’s number one cake brand, Mr Kipling, returns to TV screens in May with a new advertising campaign for the first time since 2018. As part of the multi-million campaign, the heart-warming advert aims to generate maximum brand awareness and reinforce Mr Kipling’s hero message, ‘It’s the little things that sometimes mean the most’.

Launching on TV screens from 2nd May, the advert shares a touching moment between father and daughter, with Mr Kipling’s iconic Angel Slices taking centre stage. We see the duo start to play a joyful piano rendition of their favourite song from the late 90’s during a house move. Viewers are reminded that sometimes in life, it’s the little things that matter most, whether that’s sharing a favourite Mr Kipling cake with a loved one to cheer them up or a poignant father and daughter moment, celebrating happy childhood memories at the piano.

Yilmaz Erceyes, Chief Marketing Officer at Premier Foods, comments: “We not only want to reinforce the brand’s position in the market but also keep it top of mind for consumers, reminding them of the love they have for Mr Kipling. We believe that this advert will be effective in doing so, particularly as during testing, it featured in the top 5% of all FMCG TV advertising.

“Over the past two years, people all over the world realised they took the seemingly small things for granted; be it taking a long walk, having dinner with friends or simply sharing a cup of tea and slice of cake with family or friends. Our advert was created to resonate with those who missed spending time with friends and family in recent years, creating new memories and to highlight that sometimes little things really do mean the most.”

The launch of the TV advert coincides with the rollout of the brand’s new range – Deliciously Good – a better-for-you range of Mr Kipling cakes and pies, delivering both a healthier and great tasting product. Scoring exceptionally well in consumer taste testing, Mr Kipling Deliciously Good took three years to perfect and is Premier Foods’ first full range of non-HFSS (non-high fat, salt & sugar) branded cakes, and also marks a UK first for the cake category. The advert closes on the new Mr Kipling Deliciously Good Angel Slices pack shot and the famous brand tagline ‘Mr Kipling Exceedingly Good Cakes’.

Mr Kipling has continued to drive growth within the sweet treats market. Sales have grown +4.6% to £171m, driven by media investment, growth of its premium ranges and commitment to expanding healthier treats ranges.


Premier Foods

Chief Marketing Officer: Yilmaz Erceyes 

Marketing Director: Mathew Bird

Marketing Controller: James Watson

Brand Manager: Amy Day

McCann London 

Creative Agency:  McCann London 

Chief Creative Officers: Laurence Thomson & Rob Doubal 

Chief Strategy Officer: Theo Izzard-Brown 

Executive Creative Directors: Ray Shaughnessy & Dan Norris  

Creatives: Elliot Lee & Rory Peyton Jones

Head of Business Leadership: Tom Ghiden  

Business Director: Oscar Flintoft 

Senior Account Manager: Sophie Keattch 

Account Associate:  Phoebe Salter

Project Manager: Jess Dee

Planning Partner: Jonathan Brown  

Planning Director: Rebecca Priest 


Head of Integrated Production: Sophie Chapman-Andrews 

Senior Producer: Ryan Alagar 

Business Affairs Lead: Hayley Littlewood 

Music Supervision: Chris Graves 

Production Company 

Production Company: Outsider Ltd.

Director: James Lees

Director of Photography: Sy Turnbull

Managing Director: Richard Packer 

Producer: Joseph Taussig

Production Manager: Tom Martin

Production Assistant: Honey Cairns 

Editor: Billy Meade; @ Tenthree

Senior Assistant Editor: Dave Robinson / Blaine Pearson 

Colourist: Luke Morrison; Electric Theatre Collective

Sound Design: Ben Gulvin @ Wave studios 

‘All the small things’ written by Thomas Delonge, Mark Hoppus and Travis Barker (Blink 182)

Piano re-record performed by Jacob Wheeler, Jim Copperthwaite and Marina Guy (Major Tom)

Craft Worldwide Post-Production: 

Head of Post production: Pedro Pinto

Visual effects artists: Craft London

Source: Mr Kipling

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