Mr Kipling is heading back to TV screens in a £3m campaign which continues to show its namesake icon wreaking havoc. A new ad gets its first airing on May 1 and shows the gentleman who makes exceedingly good cakes' filling a bouncy castle with helium and allowing it to float away. As always, he is forgiven because of his baking expertise. The commercial will be supported by on-pack and instore activity and also by a Mr Kipling bouncy castle tour which will visit selected stores. Hazel Cawthorne, category manager at Manor Bakeries, said: "Our continued heavyweight support for Mr Kipling demonstrates our commitment to maintaining real category growth. Our consumer message is consistent and is targeted at generating maximum incremental sales." {{P&P }}

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