Mr Kipling reminds viewers that sometimes little things mean the most

New TV advert launches
April 30, 2022

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. 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, commented: “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[1].

“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’.


[1] IRI Data, IRI Grocery Outlets, 52 w/e 26 March 2022