Kingsmill is going back on TV as part of its biggest ad campaign since its 2007 relaunch.
M&C Saatchi has created three executions for the campaign, which will carry an £11m spend over the next 12 months.
The ads build on Kingsmill's modern day family positioning and "show the lengths people will go to to enjoy a Kingsmill sandwich".
They finish with the call to action, 'Share your Confession', inviting viewers to the Kingsmill Confessions website to share their own cheeky tales.
Michael Harris, Kingsmill marketing controller, said: “The new creatives, not only represent one of Kingsmill’s largest ever investments, they also reflect our understanding of the modern day family.
"We’re confident that these new creatives, showcasing cheeky family fun, will reflect the Kingsmill brand personality, and achieve strong cut-through and differentiation within the market."