Food just keeps getting “healthier”. There are superfoods in breakfast cereals, drinks, spreads…even biscuits. Of course, you’re leaner, stronger, fitter…perhaps for some even a teensy bit smarter…when you eat right. But as JWT noticed in August last year, in life there’s also the joy of food – “Life is better with cake”.

Last year, JWT London, positioned Mr Kipling cake as a joy of life treat, with a TVC about a little boy and his imaginary friend, an enormous pink elephant.

Jo Agnew, marketing controller for Mr. Kipling, stated during the launch, “Our ‘Life is better with cake’ campaign idea came about following research which identified that, although price remains important, shoppers often have a strong emotional connection to sweet treat brands. The new, fully-integrated approach perfectly builds on this connection by linking consumers’ fond memories of the brand and the delight associated when enjoying cake.

“‘Life is better with cake’ represents the business’ biggest and most important campaign idea in recent years. As the no.1 in packaged cakes the campaign platform, coupled with a packaging refresh, puts us in the best position to reinvigorate the category and drive overall growth.”

The agency kept the joy of food alive with an edible billboard made entirely of cake in September  and in November, a Halloween ad with a ghoulish pair of Bakewell eyes…

And now, in time for Easter and Mother’s Day, four bright and joyful artworks – posters and print ads that play on the Life is better with cake philosophy.

The creative focuses on the three most loved Mr Kipling cakes, Cherry Bakewell, French Fancy and Viennese Whirl, and is designed to remind people of their love for Mr Kipling and all the little moments that are made better with cake. This campaign, like its predecessors, continues to use Mr Kipling’s tagline, Exceedingly good cakes.

Creative credits:

Creative agency: J. Walter Thompson London

Executive creative director: Russell Ramsey

Creative director: David Masterman

Creatives: James Hobbs & Jeremy Little, Will Wright & James Lucking

Photographer: James Day

Designers: Chris Hutton

Planner (creative agency): Chris Bailey