The review is being handled by Agency Insight and was sparked by the appointment of Simon Foster as the head of marketing for Mr Kipling and Lyons Cakes last month. He moved over from Hovis, another division of Manor Bakeries owner RHM, which uses DDB London to handle its advertising.
Earlier this week Ofcom said that the Saatchi & Saatchi ad for Mr Kipling's mince pies showing a realistic childbirth scene during a Nativity play was in breach of the advertising code after 797 people complained. Manor Bakeries had already withdrawn the ad from being screened.
Saatchi & Saatchi has held the Mr Kipling account since 2000. It handled the brand's return to TV advertising, retaining the "exceedingly good cakes" line made famous in the 70s in a campaign created by J Walter Thompson, and reinvented Mr Kipling as the "man who made cakes so good you'd forgive him for anything".
The review does not affect the media agency Universal McCann, which won RHM's 拢10m media planning and buying account in January.
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