kingsmill-breakfast-5Family bread brand Kingsmill is back on TV in 2010, with a new creative in support of its ongoing ‘Wake up to Wholegrain’ Breakfast campaign. The new TV advert, which takes its cues from Kingsmill’s wider ‘Confessions’ initiative, is intended to help promote the consumption of bread containing wholegrain at breakfast and is on air now.

Research shows that 32% of all bread is consumed at breakfast, making it the largest bread consumption occasion.

Created by M&C Saatchi, this latest TV creative forms part of Kingsmill’s £11m marketing investment for ’09 -’10; the largest investment since the brand’s 2007 re-launch.

Designed to shine the spotlight on Kingsmill 50/50, the new creative demonstrates the lengths people will go to, to enjoy a delicious slice of Kingsmill for breakfast. Kingsmill 50/50 provides consumers with all the taste of white bread as well as 50% of their daily wholegrain in just two slices.

The advert opens to a typical family weekday morning. Bob is running late for work and so wife Lisa offers to help by ironing his shirt. Bob takes this as a ‘green light’ to grab a seat at the breakfast table with his daughters and help himself to his wife’s favourite hot, buttered Kingsmill 50/50 toast, “… all the taste of white bread but with wholegrain goodness …” Lisa thinks wistfully.

Lisa watches her husband devour her toast with relish and each bite makes her more distracted. Lisa’s inner monologue continues, “… course, I lost track of what I was doing … silly me!” The film then cuts to her husband getting into his car, jacket casually slung over his shoulder to reveal a prominent iron-shaped burn mark on the back of his shirt.

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.

“We witnessed a strong sales response to our Breakfast-focused creatives at the beginning of 2009.  Kingsmill 50/50 volume sales were up 14.6% during the 12 week campaign period (vs. 12 weeks prior to the campaign).”

The ATL activity is complemented by on-pack support with a new ‘Wake up to Wholegrain’ logo and ‘2 slice message’ on relevant packs; Kingsmill 50/50 provides 50% of our daily wholegrain in 2 slices, while Kingsmill Tasty Wholemeal provides 100% of our daily wholegrain in 2 slices. Kingsmill Crusts Away! 50/50 provides 30% of our daily wholegrain in 2 slices, while Kingsmill 50/50 and Tasty Wholemeal Rolls provide 40% and 80% of our daily wholegrain in one roll respectively.

Kingsmill 50/50 is available in all major supermarkets with an RRP of £1.34.

For more information on the Kingsmill range and the brand’s current advertising campaigns, please contact 0800 197 0110 or visit

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