Kingsmill: advert-top-1 by VCCP
- Location:
Kingsmill has launched a new brand platform that celebrates the families of the UK and the role its bread plays in everyday life, with the slogan ‘Loaf’s Good’.
Following the news that sliced bread sales are rising for the first time in three years, Kingsmill’s new positioning celebrates contemporary British family life, and the simple pleasure that bread provides – from the comfort of beans on toast, to lunch box sandwiches.
The first new creative spot from VCCP is for Kingsmill 50/50. It focuses on the idiosyncrasies of British family life with nine-year-old Owen introducing his family of opposites, as seen through his own eyes and in his own words. These include his clever-clogs sister and his shift-working dad who is making toast for his breakfast and a cheese and ham sandwich for his son's tea.
Despite their differences they are all united by a love of Kingsmill 50/50. The new spot launched on 5 February, and will run on TV and VOD.
Credits
Project name: Kingsmill 50/50, Loaf’s Good
Client: Allied Bakeries
Creative Agency: VCCP
Executive Creative Director: Jim Thornton
Creative Director:
Art Director: Rich Stoney
Copywriter: Dave Hobbs
Planner: Hannah James
Media Agency: Wavemaker
Production Company: VCCP Kin
Director: Chris Turner
Director of Photography: Luke Scully
Executive Producers: Greta Wynn Davies
Producers: Frank Hanrahan, Fenella Sanderson
Account handling: Cliff Hall, Sam Daniels, Sophie Bowler
Offline Editor: Mark Whelan
Offline Post Facility: The Quarry
Post-production: Raised by Wolves
Colourist: Vic Parker
Flame Op: Jon Hollis
Audio post-production: 750mph
