Premier Foods has announced the launch of a new Mr Kipling TV advert which will feature the brand’s “Exceedingly Good Cakes” slogan.

Supported by a £2m marketing campaign, the new ad will run for six weeks from March 19 until the end of April.

Alongside the new creative, Mr Kipling products will also receive a new packaging design, featuring the return of the brand’s original logo.

Helen Warren-Piper, marketing director at Premier Foods, said: “For over 50 years, Mr Kipling cakes have been bringing enjoyment to millions of UK households every day. This campaign is rooted in a life truth, that sometimes it’s the little and seemingly insignificant things in life that can mean the most.

”In the advert we see the strong emotional connection that consumers feel with the Mr Kipling brand in a very charming and real way. This campaign re-enforces the long-held territory of “Exceedingly Good Cakes” and closely reflects the way that consumers talk to us about their love for Mr Kipling.”