Kingsmill, the Allied Bakeries-owned brand, is launching a £2.5m advertising campaign to support its range of wholegrain white bread, Kingsmill 50/50. It claims it is the only white bread that is made with 50% wholegrain and 50% white flour.
The campaign, which has been created by M&C Saatchi, and will run across TV and outdoor. The ad shows a boy claiming he would rather eat his pet caterpillar than brown bread so his mum is forced to give him a white bread sandwich. The little boy thinks he has “won” but he does not realise his mum has give him Kingsmill 50/50. It has the strapline: “New Kingsmill 50/50. Made from 50% wholegrain and 50% white flour, so the whole family is 100% happy”.
Kingsmill marketing director Jon Wilson says: “Getting kids to eat more healthily is a struggle all parents can relate to and we wanted the advert to offer a fun, light-hearted take on this.”