Mr Kipling is returning to its “exceedingly good” strapline with a new £2.5m marketing campaign.

The campaign will feature a new TV advert based on the theme of “exceedingly good distractions”, in which the company’s French Fancies are used to distract the attention of family members when a couple’s holiday slides become embarrassing.

The move marks the return of the slogan after a two-year absence for the Premier Foods-owned company, which last used it in 2014.

The 30-second advert is launching today on ITV and another is planned for later in the year.

Phil Ellis, marketing director of sweet treats at Premier Foods, said: “Mr Kipling is one of the nation’s favourite snacktime treats. We’ve taken a close look at the fantastic heritage of the brand and translated this in a fresh and relevant way – highlighting the range of moments in our lives when cake can provide the ultimate in indulgence and distraction.”

The advert is the first McCann London has produced for the Mr Kipling brand, taking over responsibilities from JWT London. Both McCann London and JWT London continue to work on promotions for Premier Foods’ goods.

Alex Lubar, chief executive officer of McCann London, said: “Mr Kipling is an iconic component of our nation’s snacking. We are delighted to have been given the opportunity to work on this campaign, helping to build on the brand’s recent success with the next stage of creative development.”

The news comes soon after Premier Foods revealed it had held “constructive” discussions with takeover suitor McCormick.

See below for the full advert: