| Title | Exceedingly Good Cakes |
| Agency | McCann London |
| Campaign | Exceedingly Good Cakes |
| Advertiser | Premier Foods |
| Brand | Mr Kipling |
| Date of First Broadcast/Publication | 2018 / 3 |
| Business Sector | Cakes, Desserts |
| Philosophy | 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”. |
| Media Type | Television & Cinema |
| Length | |
| Edit Company | The Assembly Rooms |
| Marketing Director | Helen Warren-Piper |
| Marketing Controller | Lucy Bailey |
| Creative Director | Matt Crabtree |
| Creative Director | Si Hepton |
| Executive Creative Director | Laurence Thomson |
| Executive Producer | Clare Sullivan |
| Project Manager | Pru Ainslee |
| Planners | Nick O’Quinn |
| Producer | Claire Hopkins |
| Project Director | Jonathan Marshall |
| Creative Team | Matt Searle |
| Creative Team | baba molviji |
| Head of Integrated Production | Sergio Lopez |
| Planning Partner | David Fryman |
| Business Director | Oli Morgan |
| Account Manager | Jenny Spindler |
| Account Director | Mel Caplan |
| Production Company | Academy Films |
| Producer | Tom Cartwright |
| Editor | Sam Rice-Edwards |
| Post Production Company | CRAFT |
| Colourist | JC @ MPC |
| Music Production | Soundtree Music |