Mr Kipling 'grandma's tin' by 101

Premier Foods has released its new Mr Kipling TV ad this week as part of a campaign to reposition the brand. It is the first work by 101 for Mr Kipling since the start-up picked up the business last year.

The 30-second TV spot shows a grandmother at home with her grandchildren. The brand aims to broaden its appeal from traditional cakes to convenient snacks, and is targeting mothers.

Iwan Williams, the managing director of Premier Foods, said: "The repositioning of Mr Kipling represents a major commitment for Premier Foods. The TV ad is the start of a new marketing campaign for the brand in 2012."

The ad was directed by Laurent Bourdoiseau through P for Production.