Kingsmill campaign promotes Oatilicious loaf

A TV campaign to promote Kingsmill’s new brand Oastilicious has rolled out as part of its wider ‘Confessions’ campaign.

Created by M&C Saatchi, the £1.5m activity, which includes radio, will promote the company’s new smooth load Oatilicious which hit shelves at the beginning of the year.

Michael Harris, marketing controller at Kingsmill, commented: "Our latest ad from the Kingsmill ‘Confessions’ campaign supports our new Kingsmill Oatilicious loaf. The ad is a light-hearted take on a typical family weekday morning, highlighting both the irresistibility of Kingsmill Oatilicious and the inclusion of wholegrain oats, which communicates the loaf’s extra reassurance of goodness. The versatility of Kingsmill Oatilicious means that it can be enjoyed at any time of the day, from sandwiches to toast."

The campaign is part of Kingsmill’s £11m marketing investment for 2009/10 and will also be supported by in-store activation, promotions and extensive regional sampling through out March.

In January, Kingsmill spoke to The Drum about the launch of process behind the Oatilicious addition to its product range.

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