The new campaign will break on TV on Monday (11 January) and will be backed by on-pack support. M&C Saatchi has created the ads.
The ad will extend from Kingsmill’s ‘Confessions’ initiative, and is intended to help promote the consumption of bread containing wholegrain at breakfast. It will be aired over 4 weeks.
It has been inspired by research which found that 32% of all bread is consumed at breakfast, making it the largest bread consumption occasion and tells of how Kingsmill 50/50 provides consumers with all the taste of white bread as well as 50% of their daily wholegrain in just two slices, by showing a family enjoying their 50/50 toast for breakfast.
Michael Harris, Kingsmill marketing controller, says: “We’re delighted that the look and feel of our latest TV creative ties in so well with our ‘Kingsmill Confessions’ theme, whilst supporting the ongoing Breakfast focus for our products which contain wholegrain. The ad represents a light-hearted take on a typical family breakfast situation but also drives the important message that bread containing wholegrain, is a delicious and nutritious start to the day.”
Kingsmill last ran breakfast-focused ads at the beginning of 2009. According to Harris, “Kingsmill 50/50 volume sales were up 14.6% during the 12 week campaign period compared to the 12 weeks prior to the campaign.”
Earlier this morning, Hovis announced that it has signed Olympic cycling champion Victoria Pendleton up for a three year deal to be its brand ambassador. Her first initiative will be the Hovis Wholemeal Challenge that urges people to move their breakfast bread choice from white to wholemeal