Mr Kipling will be back on TV at the end of this month in a seasonal ad for the cake brand’s Mince Pies.
The execution, which forms part of a £1m Christmas spend for the brand, is the fifth in a series portraying the veteran icon as a bungling buffoon.
It runs for four weeks on Channels 4 and 5 and some ITV regions and shows him directing a rather unusual nativity play featuring a woman giving birth. The underlying theme once again is that, despite the disasters he causes, Mr Kipling will always be forgiven because he makes such exceedingly good cakes.
Vanessa O’Farrell, senior brand manager, seasonal, at brand owner Manor Bakeries, said mince pies were a key part of Christmas and the campaign offered retailers a great opportunity to grow Christmas profits by raising awareness.