Manor Bakeries is giving Mr Kipling a new look, new advertising and its first web site in a major revamp of the 34 year old cake brand. While keeping details of the £5m ad campaign under wraps for now, the company's aim is to give the brand a more contemporary, less staid image while still appealing to its core audience of 35 to 65 year old women. The new logo can be glimpsed on packs of Mr Kipling Red Nose Cakes (ie limited edition packs of Cherry Bakewells) that have been produced for Comic Relief. Manor Bakeries said the Mr Kipling makeover would give a wake up call to a sleepy category. {{NEWS }}