Allied gives Kingsmill fresher image

Allied Bakeries is relaunching its Kingsmill bread range with a new recipe, a packaging redesign and a 2.5m TV ad campaign which aims to give the brand a more modern feel.

The seven-week TV campaign, created by Publicis with media planning and buying by Optimedia, breaks on November 4. It is intended to counter the traditional images associated with baking which are popular with much of the sector.

Allied Bakeries marketing director Frances Brindle says: “We are capitalising on a more contemporary brand identity in order to get away from traditional bread positioning.

“We want to take Kingsmill out of the kitchen, to create a bread for today, more dynamic than something your grandmother ate.”

Brindle claims the brand has achieved 28 per cent year-on-year growth and says it is time to establish a consistent advertising message which has been lacking in previous advertising.

The campaign plays on the word smile with smile-shaped bites taken out of sandwiches and the Nat King Cole song “Smile”. It features characters ranging from an old couple at the seaside to a biker and his girlfriend and concludes with the strapline: “The fresh baked taste that makes you smile.”

Allied Bakeries launches a new brand extension, Kingsmill Wholemeal Gold this week and Brindle says more new products are being developed which will be promoted in line with the new positioning.

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