Mr Kipling rubbishes claims it has dropped ‘exceedingly good’ slogan

Premier Foods has moved to quash reports its Mr Kipling brand is poised to drop its near-50-year-old “Exceedingly Good” slogan with a print ad suggesting it is here to stay.

The tongue-in-cheek advert from Mr Kipling is running in the Metro.

The advert appears in today’s (12 March) newspapers and reads: “Mr Kipling doesn’t do rumours, but he does make exceedingly good cakes.”

It is a tongue-in-cheek response to reports earlier in the week that the strapline could be axed from its latest adverts. Premier’s chief executive Gavin Darby told the Telegraph the move “was possible” in order to support the introduction of new packaging and creative strategy for the brand.

A spokesman for the food maker at the time said the JWT-created campaign had not been finalised and no decisions had been made as of yet.

Mr Kipling is one of Premier’s eight core brands set to receive a marketing lift this year after the business revealed recent campaigns helped increase its share of the ambient food category – food stored at room temperature – by 2.3 per cent in the year to December. The marketing push will include the launch of new products across its portfolio with the company targeting growth across the range of 2 to 3 per cent in 2014.