Kingsmill Tasty Wholemeal gets a boost from Mel & Sue

Allied Bakeries has enlisted Channel 4’s Late Lunch presenters Mel & Sue to front an ad for Kingsmill Tasty Wholemeal. The ad, created by Publicis, breaks on November 3 and is part of a £3m package of marketing support for the new product. Media is being bought through Optimedia. This is Mel & Sue’s first venture into advertising, which shows them deliberately getting the script wrong so that they can eat more Kingsmill Tasty Wholemeal sandwiches during each take. Allied Bakeries marketing director Frances Brindle says: ‘Kingsmill Tasty Wholemeal is targeted at younger consumers. Mel & Sue’s comedy reflects the values of today’s younger women and research shows younger housewives have a strong affinity with them.’