Kingsmill has announced the launch of a new £4.6m TV advertising campaign. The launch coincides with the brand’s newly unveiled ‘masterbrand’ look and feel to reinforce its core strategy to help make family life easier. This aim is brought to life throughout the campaign with the new strapline ‘Kingsmill. Fresh Thinking'.
Working with production company Contagious Content, Kingsmill has developed three TV adverts, which introduce viewers to a new Kingsmill family and focus specifically on the role of ‘Dad’.
Jon Wilson, Marketing Director, Allied Bakeries explains: “The new advertising campaign is key to endorsing the relevance of the Kingsmill brand as it positions us squarely with our target audience and enables us to demonstrate our understanding of modern families and their needs.”
Airing from 12th January on UK terrestrial and satellite channels the treatments are set in three scenes, the first of which is set at the supermarket where Dad is shown with his children and when faced with a teenage daughter with an active social life, opts for Kingsmill Tasty Wholemeal Little Big Loaf in order to minimise the potential for waste.
To build on the brand’s new strategy towards providing 'Fresh Thinking' for busy families, the new advertising campaign will be supported by a wider marketing push.
New Kingsmill packaging has been created to present a strong, consistent look across the entire brand portfolio, which was rolled out to stores last month. As well as providing clearer product names, a modernised logo and fresher colours, the new packaging features a ‘reveal’ which allows shoppers to clearly see the quality of the product inside.
Will Ghali, Director of Brands, Allied Bakeries said: “We have used similar colours and logos that shoppers already associate with their favourite Kingsmill products. While streamlining the branding and packaging information to simplify the purchasing decision for busy families. They can now quickly and easily identify all products in our portfolio, and know that each is of the same high quality and great taste that they know and love.”
Design agency 1HQ were commissioned to design the new packs.
Kingsmill’s re-brand also marks a new focus on digital to engage consumers and build conversations around the brand. This includes the launch of a new website, Facebook profile and Twitter account which all went live on 5th December. The Facebook page has so far been well received, with over 6,000 likes in its first day.
The new website, also available as a mobile optimised site for busy families on-the go, provides more than just information on bread, as it aims to drive greater engagement with shoppers by also offering competitions and reward schemes.
A Twitter channel, has been designed to allow consumers to contact the Kingsmill Customer Care team, with the address featuring on packaging.
Digital agency CMW were commissioned to create the new site and social media campaign.
Further investment in the Kingsmill brand comes in the form of sponsorship of The Big Lunch in 2012. Encouraging communities to come together to break bread, Kingsmill is the perfect fit for the event and has planned an exciting calendar of events to drive participation.
The plans include a programme to be run in conjunction with the National Schools Partnership, a ‘fun lunch roadshow’, a ‘fun lunch book’ of recipes and an undisclosed celebrity ambassador.
