To drive awareness of its ‘Wake up to Wholegrain’ Breakfast campaign, family bread brand Kingsmill has taken the unique step of creating ‘The Kingsmill Breakfast Kitchen’, a temporary café on Little Portland Street in Central London, which is to open each morning, in a bid to help encourage consumers to eat more bread containing wholegrain, at breakfast time. Commenting on the development of the Kingsmill Breakfast Kitchen, Marketing Controller at Kingsmill, Michael Harris says, “To drive awareness of Kingsmill’s campaign to promote the consumption of bread at breakfast, we have created the Kingsmill Breakfast Kitchen as a creative and interesting means to bring the campaign to life.The venue offers the design of a family kitchen with the function of a café, dispensing complimentary Kingsmill 50/50 and Tasty Wholemeal and a cup of tea to morning visitors.
Michael continues, “Kingsmill is in a unique position because while we all know that wholemeal bread offers the benefits of wholegrain, in Kingsmill 50/50 we also have the only white bread brand on the market that is made with 50% wholemeal flour, so we’re giving consumers a great start to their day, whether they’re a white or brown bread fan.” kms.jpgThe Kingsmill Breakfast Kitchen is just one part of Kingsmill’s ongoing breakfast campaign in 2009. The brand’s £4m campaign includes two breakfast-focused TV advertising creative executions.The Kingsmill 50/50 advertising execution is on screens now, while a new execution to support Kingsmill Tasty Wholemeal will hit our screens on 2nd March 2009.
The 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 50/50 and Kingsmill Tasty Wholemeal 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, and 31% of all bread is consumed at breakfast, making it the largest bread consumption occasion. Kingsmill identified two sub-brands, Kingsmill 50/50 and Kingsmill Tasty Wholemeal, which offer consumers substantial nutritional benefits at breakfast – they provide 50% and 100% respectively of our daily wholegrain in just 2 slices, based on 2005 US Dietary Guidelines of 48g of wholegrain a day.
The Kingsmill Breakfast Kitchen, located at 3-4 Little Portland Street, Central London, will be open between 8am–11am for complimentary Kingsmill 50/50 and Tasty Wholemeal and tea or coffee, until Friday 27th February 2009.