Mr Kipling 'flowers' by McCann Erickson

McCann Erickson has created this 30-second ad to re-engage people with the Mr Kipling brand.

The spot begins with a shot of green fields and then flowers pop up but with petals made from Mr Kipling cakes.

The ad also features shots of a field full of Mr Kipling flowers, a boy flying a kite while walking past bushes that are sprouting cakes, and a family having a picnic in a field of cakes.

It ends with Mr Kipling's new strapline "Exceedingly happy cakes", which replaces the 30-year-old "Exceedingly good cakes".