Mr Kipling champions the Cherry Bakewell, French Fancy and Viennese Whirl in 'Life is better with cake' posters

Mr Kipling’s ‘Life is better with cake’ philosophy returns with a series of creative renditions created by J. Walter Thompson.

Focussing on three iconic Mr Kipling bakes – Cherry Bakewell, French Fancy and Viennese Whirl – the adverts are designed to remind people of the little moments that are made better with cake.

David Masterman, J. Walter Thompson London, creative director, said the campaign aim was simply to “celebrate Mr Kipling’s wonderful little cakes”.

The ads build on the ‘Life is better with cake’ work launched by J. Walter Thompson last year, including the edible billboard made entirely out of Mr Kipling cakes.

The work will run as outdoor and print ads across the UK throughout March and April 2015.

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