Kingsmill unveils new masterbrand strategy

Kingsmill is investing £4.6m in a new advertising and “masterbrand” strategy to emphasise its relevance to busy, modern families.


A TV ad campaign that introduces a new “modern Kingsmill family” will launch on 12 January, focusing on a new “Kingsmill dad” character.

Kingsmill is backing TV activity with a new website, mobile site and Facebook and Twitter activity, designed to improve engagement through offers and rewards.

The new strategy sits under the strapline “Kingsmill: Fresh Thinking” and follows the roll out of new packaging across the range in December.

Kingsmill will also sponsor the Eden Project’s Big Lunch campaign later this year, in a bid to encourage communities to get together.

Jon Wilson, marketing director at Kingsmill owner Allied Bakeries, says: “The new advertising campaign is key to endorsing the relevance of the Kingsmill brand as it positions us squarely with our target audience and enables us to demonstrate our understanding of modern families and their needs.”

For more on Kingsmill’s brand strategy, look out for a Q&A with Allied Bakeries in the coming weeks.

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