Sam Rice-Edwards
Founder & Editor at The Assembly Rooms
London, 英国
标题Exceedingly Good Cakes
广告公司
广告战役 Exceedingly Good Cakes
广告主 Premier Foods
品牌 Mr Kipling
首次发布日期
行业领域 点心,甜食
哲学 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”.
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