Top 15 brands advertised (by media) £k Mar '00 - Feb '01 Total Press Radio Outdoor TV Total 1,616 1,065 3 43 505 1 Cadbury's Mini Rolls 310 0 0 0 310 2 Mr Kipling Bramley Apple Pies 288 288 0 0 0 3 M&S Christmas Cake 273 273 0 0 0 4 Sainsbury Chocolate Chip Muffins 235 235 0 0 0 5 Cadbury's Fresh Cream Cakes 143 100 0 43 0 6 Mr Kipling Cake Range 132 3 0 0 129 7 Sara Lee Micro Danish snack bars 97 97 0 0 0 8 Tunnocks Teacakes 67 2 0 0 66 9 Sainsbury range 45 45 0 0 0 10 Cadbury's range 6 6 0 0 0 11 Entenmann's range 5 5 0 0 0 12 Matthew Walker Christmas Pudding 5 5 0 0 0 13 Mr Kipling Cake2Go range 3 3 0 0 0 14 Absolutely Gorgeous wedding cakes 3 0 3 0 0 15 Imaginative icing 3 3 0 0 0 Top 15 advertisers £k Mar '00 - Feb '01 Mar '99 - Feb '00 Totals 1,628 3,441 1 Manor Bakeries 734 3,098 2 Sainsbury 282 151 3 Marks and Spencer 273 44 4 Signature Foods 143 0 5 Sara Lee Bakery 97 0 6 Thomas Tunnock 67 107 7 Hibernia Brands 7 0 8 Cadbury 6 30 9 Matthew Walker Products 5 0 10 Absolutely Gorgeous Wedding Cakes 3 2 11 Imaginative Icing 3 4 12 Skelton's Bakery 3 4 13 Helen Houlden Exclusive Cake Design 2 2 14 Louise Simply Cakes 2 0.4 15 Co-op East Angus Bakery 2 0 All cakes advertising by media £k Mar '00 - Feb '01 Mar '99 - Feb '00 Total 1,655 3,856 1 Press 1,100 1,364 2 Radio 7 47 3 Outdoor 43 173 4 TV 504 2,271 Source for all tables and data: ACNielsen MMS My favourite cake ad Lindsay Campbell, UK marketing controller, Perrier Vittel Mr Kipling wreaks havoc series "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 }}