Kingsmill reminds UK that ‘Loaf’s Good’ with £1.5m ($2.1m) media campaign

By Gill Hyslop contact

- Last updated on GMT

Kingsmill is launching its 'Loaf's Good' national TV campaign to support the UK's favorite brand of Healthier White bread. Pic: Kingsmill
Kingsmill is launching its 'Loaf's Good' national TV campaign to support the UK's favorite brand of Healthier White bread. Pic: Kingsmill

Related tags: Bread

The Allied Bakeries-owned brand is airing a new TV advert in February to support Kingsmill 50/50, the UK’s No 1 brand in Healthier White bread, according to Nielsen data.

The advert - created by advertising agency VCCP - focuses on the idiosyncrasies of British family life through the eyes of a nine-year-old.

Viewers are invited into Owen’s world, given a guided tour of his house and introduced to his clever-clogs sister and hard-working dad who is making toast and sandwiches.

The tone is warm and friendly, reminding viewers of their own homes and reminding them to celebrate the role bakery plays in everyday delights.

The £1.5m ($2.1m) campaign will launch on February 5, running on key TV channels - including ITV, Channel 4 and Sky - and on Video on Demand for four weeks.

Life’s good for Kingsmill

According to Nielsen data for the 52 weeks ending December 30, Kingsmill 50/50 accounted for a 62% share of the UK’s Healthier White bread segment - a category to define bread that contains a mix of white and wholemeal or brown flour, for example, 50.50, Hovis Best of Both and Warburtons Half & Half - and the most popular sub-brand in sliced bread, bought by more households than any other.

The market researcher also reported the Kingsmill brand performed well over the Christmas period, with sales of 800 g loaves growing at 3.6% YoY. Further data showed Kingsmill 50/50, in particular, grew 1.6% over the same period.

Top seed for Kingsmill

Kingsmill_Loaf_1 800g_Super Seeds_5253699 (KL1SS) (1)

Kingsmill has launched Super Seeds, an everyday seeded loaf available in 800 g and 400 g sizes.

The artisanal style bread contains a variety of seeds, including linseed, sunflower, poppy and pumpkin, which provide fiber as well as essential omega 3s.

Data from the market researcher showed seeded bread is the fastest growing sector of the sliced bread market, gaining nearly 10% YoY in value last year.

“Kingsmill has always been a popular bread brand, bought by three out of four households in the UK… [which translates into approximately 8.3m households, but] with no everyday Kingsmill seeded option, this was an obvious gap in choice for shoppers,”​ said Cullum.

“This new product gives consumers the option of buying a seeded variant at an accessible price, while giving retailers the chance to leverage the strength of the Kingsmill brand and drive value in the category.”

Kingsmill Super Seeds is available nationwide with a RRP of £1.25 ($1.77) for 800 g and 75p ($1.06) for 400 g. 

Related topics: Health, Manufacturers, Bread

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