Mr Kipling (Party)

Mr Kipling (Party) advert from 1985

Mr Kipling is a brand of cakes, pies and baked goods widely marketed in the United Kingdom. The trademark is owned by Premier Foods, after its acquisition of Rank Hovis McDougall (RHM).

In 1967, at a time when cakes were more often bought from local bakers, the company introduced cakes of a local baker’s standard to supermarkets. With advertising featuring the phrase exceedingly good cakes, the company had become the brand leader in the UK by 1976, a position it still holds 31 years later. Since then, the company has also marketed varieties of single-serving and individually wrapped cakes.

In the early 2000s Mr Kipling moved away from its traditional branding, and for about 1 year used a modern logo consisting of a red oval with “Mr Kipling” in a new font inside the oval. The slogan was modified to simply “Exceedingly Good” and the descriptions of cakes on the back of the packaging was altered so that it no longer appeared as if it were written by the fictional character Mr Kipling.

However around 2005 the company briefly experimented with another new logo, before deciding to whole-heartedly return to its roots. The current logo is very closely based on the original one. The slogan “Exceedingly Good Cakes” is now back in use, and the write-ups on the back of their packaging once again is written in the person of Mr Kipling.

Mr Kipling apple piesMr Kiplings Cakes are made by the RHM subsidiary known as Manor Bakeries Ltd. which also produces products under the Lyon’s and Cadbury names. The Cadbury cakes are produced under licence from Cadbury Schweppes plc the owners of the brand name.

Mr Kipling is in fact a fictional personification originally intended to give the brand a more personal touch and associate it with the traditional naming conventions of local bakers in the United Kingdom.

Another belief is that Mr. Kipling was a creation based on a close family relative to an employee within the trust which created the branding. this has never been confirmed but is very likely as a member would have the ability to create a real personality and description of the character by basing it on a true loved one.

The company says, “Mr Kipling exists in the hearts and minds of Manor Bakeries’ employees and all cake lovers, but not in fact as a real person. He was created over 30 years ago to represent the exceedingly good cakes the company was producing and now encapsulates everything the brand stands for, and personifies what is good about the company – its vision, its values and insistence on quality.”

The television advertisement for Mr. Kipling employs black humour and sometimes involves the character himself, who is either offscreen or with his back turned to the camera. The scenarios begin where Kipling does something controversial, such as accidently killing a little girl’s dog. This is followed by someone complaining to a person taking a bite out of one of his products, who always responds “I know, but he does make exceedingly good cakes”, the company’s catchphrase.

History taken from Wikipedia

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