Kingsmill 50/50 has unveiled a £4m campaign which sees the dad of a family described as a loaf ‘A big softie, tasty, crusty – a bit of an all rounder’ as his daughter tries to find him a new girlfriend.
Contagious Content created the campaign, which sees John Thomson star as the father and introduce a new strapline, ‘Baking a Difference’.
The new strapline is voiced-over a 3 second film of a rising loaf, gently browning in the oven to bring to life Kingsmill’s bakery expertise.
Darren Grivvell, director of brands at Allied Bakeries said: “Consumers tell us that the Kingsmill range provides more than simple sustenance – it’s at the heart of keeping the busy family ‘ticking over’. It also makes a difference in providing reassurance, satisfaction and comfort.
“We’ve chosen to dramatise this in some of the intimate, everyday mealtime moments where our single dad can show his warmth and fallible blend of parenting skills – just like any parent does. We believe this will be both memorable and continue to ensure that Kingsmill 50/50 maintains its market leading position.”
The campaign is set to run until mid-April.