Mr Kipling claims 'Life is better with cake' as the brand seeks a way back in to the "hearts and minds of consumers"

‘Life is better with cake’ according to Mr Kipling in its new advertising campaign crafted by JWT London.

With ambitious aims to transform the cake category, as well as the Mr Kipling brand, the creative serves to remind Britons that cake brings delight to every occasion.

Matthew Critchley, category marketing director cake, Premier Foods, explained: “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.”

Running from tonight (Monday 25 August), the campaign’s TV advertisement centres on the story of a little boy and his imaginary friend, an enormous pink elephant. Portraying the friends’ ritual they enjoy before sharing a slice of Mr Kipling cake.

David Masterman, creative director at JWT London, added: “It's not just Mr Kipling's lovely little cakes that are delightful, his communications are too.”

The campaign retains the brand’s long-standing endline ‘Exceedingly Good’ with the TV push supported by an experiential event and partnerships with the X Factor and Heart Radio.

Mr Kipling’s website, in-store shopper activity and online advertising have also been refreshed. Other agencies involved in the campaign include Outside Line, Carat and Cirkle.