The compnay is investing £11m over the next 12 months with new ads aimed at prompting consumer conversations and encouraging viewers to share any cheeky confessions.
The creative will focus on Kingsmill Great Everyday White and the new Kingsmill Little Big Loaf sub-brands.
The three tongue-in-cheek ads, created by M&C Saatchi, show the lengths people will go to enjoy a Kingsmill sandwich. The campaing will build upon its modern day family positioning and the emotional connection consumers have with the brand.
Each creative concludes with the call to action “Share your Confession”, inviting viewers to visit a website to share any cheeky and light-hearted confession they might have.
Michael Harris, Kingsmill marketing controller says: “Kingsmill is about celebrating the pleasure of bread through taste, enjoyment and shared family moments, even if it means revealing a few hidden secrets along the way.”
The campaign also encompasses radio advertising and radio promotions with major stations, PR, in-store POS and on-pack activity.
The initiative follows Premier Foods’ successful £15m relaunch of its Hovis brand last year. The company claims a 6% rise in sales in its baking division during the four months to 25 April this year was down to the relaunch.