Premier Foods brand Mr Kipling has launched a new marketing campaign pushing the idea ‘Life is better with cake’.

The campaign was launched this weekend and still features the strapline ‘Exceedingly Good Cakes’.

Matthew Critchley, Premier Foods cake category marketing director, said: “This campaign will really put Mr Kipling back in the hearts and minds of consumers. Life truly is better with cake - and we want the world to experience that delight more often.”

The latest advert features a young boy dancing with his imaginary elephant before they share a Mr Kipling cake slice.

In March this year, it was reported that Mr Kipling could drop the near 50-year-old tagline, but the brand responded with an advert, reading “Mr Kipling doesn’t do rumours, but he does make exceedingly good cakes.”

In its July interim management statement the company announced that there would be a “major” relaunch of the Mr Kipling cake range in the third quarter that will include new packaging design.