Brief

The Bread for Life campaign is returning to TV for the first time in 16 years with a generic pilot ad featuring Fast Show comedian Paul Whitehouse as ‘Unlucky Alf’. Bread for Life is a subsidiary of the Flour Advisory Bureau – a promotional body founded by the UK flour milling industry, and is spending 500,000 on the 12-week campaign through McCann-Erickson in the Yorkshire and Tyne Tees area. Alf hopes that bread will change his luck by giving him more energy to woo his unrequited love interest, Mrs Bainbridge. But Alf’s hopes are thwarted when he is beaten by a rival suitor who has already eaten his bread quota.’The pilot will be rolled out nationally in a year’s time if successful,’ says Bread for Life spokeswoman Jane Tchan.

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