Bakery brand Kingsmill is celebrating its popular 50/50 bread offering, which provides the British public with a healthier alternative to regular white bread, and forms the crown jewel of its portfolio.
Developed in collaboration with creative production house Lobster, ‘It’s Not Magic, It’s Kingsmill’ will mark what the brand is calling a ‘vital step’ towards reinforcing its market position and standing out within the category.
Centred around a 30-second spot directed by Alex Cooper, the creative takes viewers on a fantastical journey into the magical world of Kingsmill 50/50, where mythical characters reveal their “secret” methods for making healthy bread taste great.
“This is a promiscuous category with low brand loyalty and it’s been a while since 50/50 graced our tellies. So this campaign was all about shaking things up for Kingsmill in a way no one will expect,” Lobster ECD and partner, Simon McDowell said.
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“We embraced the opportunity to step away from category norms and deliver a bold, fun spot that reminds everyone just how magical Kingsmill 50/50 really is.”
Breaking this week, the campaign will run across a wide range of media outlets, including Channel 4, E4, ITV, Sky, Channel 5, Comedy Central, Gold and Dave. Media planning and buying was handled by The7stars.
Allied Bakeries head of marketing, Emma Eggleton added: “We are thrilled to bring Kingsmill 50/50 back to TV screens with such a vibrant and imaginative campaign. ‘It’s Not Magic, It’s Kingsmill’ perfectly captures the essence of our brand – making healthier choices delicious and fun.
“This campaign is impactful and reminds our audience of the benefits of Kingsmill 50/50 in a unique and engaging way. We can’t wait for people to rediscover the magic of Kingsmill 50/50.”
