Kingsmill promote new oat-based variant with TV ad

Kingsmill is launching a new £1.5m advertising campaign to promote its Oatilicious variant.

Kingsmill advert

The range, which was launched in January, will be advertised on TV throughout March as the latest extension of the brand’s wider £11m ’Confessions’ campaign.

The ad has been created by M&C Saatchi, and aims to help promote the brand’s new loaf, which delivers on taste and health credentials. The TV ad will be accompanied by a radio ad for four weeks from 16 March.

The advert opens on a typical weekday morning, with Dad enjoying his usual morning shower while Mum is making the kids’ sandwiches in the kitchen. The ad then breaks to communicate the loaf’s perfect combination of wheat flour and wholegrain oats, but without the bits.

Michael Harris, Kingsmill marketing controller, says: “Our latest ad from the Kingsmill ’Confessions’ campaign supports our new Kingsmill Oatilicious loaf. The ad is a light-hearted take on a typical family weekday morning, highlighting both the irresistibility of Kingsmill Oatilicious and the inclusion of wholegrain oats, which communicates the loaf’s extra reassurance of goodness. The versatility of Kingsmill Oatilicious means that it can be enjoyed at any time of the day, from sandwiches to toast.”

The new Kingsmill Oatilicious TV ad will also be supported by in-store activation, promotions and extensive regional sampling throughout March.

Bread brands have invested heavily in marketing this year, in a bid to increase market share. Rivals Hovis have launched a £5m television advertising campaign to support its conversion to 100% British wheat. Warburtons is also due to switch to using 100% British wheat for a new loaf this year and invested more than £10m into a new heavyweight integrated advertising campaign last month.


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