Premier Foods is promoting its Mr Kipling brand through a new £2.5m TV campaign, on air from today (April 11).

The ad will promote the brand’s most popular products, for example, its French Fancies are used to act as an ‘Exceedingly Good Distraction’ to smooth over any situation.

Mr Kipling marketing controller at Premier Foods Kelly Davis said: “For decades Mr Kipling has been part of the nation’s everyday memorable moments and this new TV creative focuses on driving and reinforcing that emotional connection. The campaign is based on a true insight that there are everyday moments that become part of ‘family folklore’, the memories you talk about around the dinner table, and we have used this understanding to create a relatable TV ad for our target consumer.”

The first of the two ads that the brand has created with the ‘Exceedingly Good Distraction’ theme depicts three generations of a family gathering together to view a honeymoon slideshow from the newlyweds. To the couple’s shock and dismay, a photograph they don’t want the family to see flashes up, causing a highly embarrassing situation. Fortunately, Mr Kipling French Fancies are close at hand and successfully divert the family’s attention, smoothing over the situation and providing an ‘Exceedingly Good Distraction’.

Davis added: “With some exciting activity in the pipeline, it is definitely the right time for us to return to the brand’s ‘Exceedingly Good’ strapline and the unmistakeable Mr Kipling voiceover. With cake a highly impulsive purchase, the TV ad will ensure that the brand is front of mind with shoppers and drive sales for retailers.”

Running over a seven week period, the TV ad forms part of a £4m investment in the brand that also includes outdoor and in-store activation throughout April and May. The brand is also undertaking an ITV sponsorship which kicks off in June to promote both new and existing products.