Family bread brand Kingsmill is back on TV, with a new advert to shine the spotlight on its Kingsmill Tasty Wholemeal sub-brand, in support of its ongoing £4m ‘Wake up to Wholegrain’ Breakfast campaign. The new TV advert will be aired over 2 months from 2nd March.
The ‘tongue-in-cheek’ TV creative, set to the sound of ‘House of Fun’ by Madness, focuses on the unmistakeable smell of toast as a means to wake you up, as well as the difficulties Mums face in getting teenagers out of bed in the mornings.
The advert opens to a shot of a teenager, who is fast asleep. His room is alive with the most bizarre array of weird and wonderful alarm clocks flying, running and dancing around. As the alarms settle, the teenager is still fast asleep. The advert then cuts to Mum in her kitchen ready to prepare Kingsmill Tasty Wholemeal toast for her family’s breakfast. As we observe Mum’s kitchen preparations in the company of her younger son and daughter, we hear the sound of several alarm clocks – including the sounds of a foghorn – and witness Mum’s knowing smile.
Mum loads the toaster with slices of Kingsmill Tasty Wholemeal bread. As soon as the teenager smells the bread toasting, he begins to stir and the voiceover states, “With its subtle malty taste; Kingsmill Tasty Wholemeal is the perfect way to get you going.”
The TV advert was created by M&C Saatchi and is the second ATL creative to support Kingsmill’s ‘Wake up to Wholegrain’ Breakfast campaign.
Michael Harris, Kingsmill Marketing Controller says, “We’re delighted with the look and feel of the new Kingsmill Tasty Wholemeal creative. Kingsmill is about enjoying the pleasure of bread and this light-hearted take on a very real family breakfast situation is the perfect mix of enjoyment, coupled with the more serious breakfast health messages. It’s important that consumers appreciate the nutritional value of bread, as well as the joy of toast.
“The Kingsmill ‘Wake up to Wholegrain’ campaign is designed to promote the consumption of bread containing wholegrain, at breakfast. We all know that wholemeal bread is good for us, and two slices of Kingsmill Tasty Wholemeal gives us all of our daily wholegrain1, making it an ideal breakfast product.”
This Kingsmill Tasty Wholemeal creative is just one part of Kingsmill’s ongoing £4m breakfast campaign in 2009. The ATL activity is supplemented by a pr campaign, a unique piece of research – The Kingsmill Breakfast Report – and extensive on-pack support with a new ‘Wake up to Wholegrain’ logo featured on all Kingsmill Tasty Wholemeal and Kingsmill 50/50 packs.
The ‘Wake up to Wholegrain’ Breakfast campaign was devised in response to figures illustrating that, the consumption of bread at breakfast has been in gradual decline over recent years, although 31% of all bread is consumed at breakfast, making it the largest bread consumption occasion. Kingsmill Tasty Wholemeal and Kingsmill 50/50, not only taste great, they provide 100% and 50% respectively of our daily wholegrain in just 2 slices1.
1 Based on 2005 US Dietary Guidelines of 48g of wholegrain a day