"The latest series of ads for Mr Kipling cakes have built cleverly on the veteran catchphrase Exceedingly good' but have brought it up to date. They are quirky and humorous and show the familiar and well-intentioned old gentleman in unfamiliar and near disastrous circumstances ­ carving up a golf course, nearly drowning a dog and causing havoc at a gymkhana ­ and the products don't even appear until the end. The ads are an effective way to remind the viewer of the brand's heritage while making its image more contemporary." {{MARKETING - P&P }}