Britain’s fish and chips are replaced with French Fancies as Mr Kipling and Saatchi & Saatchi London create the UK’s first Cake-Away service

Mr Kipling, the Premier Foods-owned cake manufacturer, has launched a Twitter and Facebook campaign from Saatchi & Saatchi London to deliver Cake-Aways - exceedingly good cakes on demand – to the nation.

As part of the brand’s “Life is better with cake” campaign, Mr Kipling will deliver the packages on specially customised vans and bikes, which are designed to remind people how their days are made #BetterWithCake.

Entrants to the competition can win one of the special deliveries by tweeting their favourite Mr Kipling cakes to @MrKiplingCakes or by entering via the brand’s Facebook page.

In a tie-up with Mr Kipling’s X-Factor sponsorship, the Cake-Aways will be delivered at that popular take-away moment - Saturday nights in front of The X Factor – from 20 September.

The campaign will be extended to the business world during National Cake Week on October 6, when companies can also enter to win their own deliveries and make their meetings, coffee breaks and office gossip that bit #BetterWithCake.

The push forms part of Saatchi & Saatchi’s ongoing digital activity for Mr Kipling, which includes the launch of the new website, plus content and management of Mr Kipling’s social channels, Facebook, Twitter and Instagram.

Lisa-Jo Harvey, Senior Brand Manager at Premier Foods, said: “Everyone loves the comfort of cake or a cheeky take-away. By combining both and introducing Cake-Aways we want to make Saturday nights even better, allowing everyone the chance to enjoy their favourite Mr Kipling cakes delivered straight to their door”

Lloyd Salmons, digital director at Saatchi & Saatchi London, said: “Mr Kipling is a very active brand on social media, with a committed audience who love all things 'Mr Kipling’. This campaign is perfect for them.”

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