Kingsmill Gets Weird and Whimsical in New Campaign from Lobster

U.K.-based baking goods company Kingsmill has just launched a new campaign that reveals the secret to how they make their healthy bread taste great. 

Directed by Alex Cooper and helmed by creative production house Lobster, the latest efforts are marked by two TV commercials that take viewers on a weird and whimsical journey behind the makings of its 50/50 white bread. 

The campaign follows the successful Kingsmill Soft White TV commercial in Northern Ireland.

Now, "It's Not Magic, It's Kingsmill" aims to introduce and increase awareness about its 50/50 white bread among the U.K. audience using fun and comedic brand storytelling.

 

 

 

 

 

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According to Simon McDowell, Lobster's executive creative producer and partner, Kingsmill's category is often associated with low brand loyalty, and it has been a "while since 50/50 graced our tellies."

Parent company Allied Bakeries' head of marketing, Emma Eggleton, reinforced these sentiments, saying "It's Not Magic, It's Kingsmill" perfectly "captures the essence of our brand — making healthier choices delicious and fun."

With a fun and compelling narrative, Kingsmill sets itself apart from other bread brands in its category, effectively reinforcing its unique and fresh brand identity. 

What's the 50/50 Secret?

The 30-second hero spot kicks off at the dining area, where a man named Greg and his partner are having Kingsmill 50/50 for breakfast. 

"It tastes like white bread but also has whole grain. How's it taste so good?" Greg comments, to which his partner sarcastically responds, "Magic."

Viewers then get to see the "magic" of 50/50 unfold in Greg's mind, as he imagines a wizard, an elf, a knight, and a unicorn in a Kingsmill warehouse.

 

 

 

 

 

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"Let's show them it's not magic, it's just really good baking," the wizard says, as he raises his staff into the air. 

The elder man then asks Greg to sound the horn, as everyone celebrates. 

The spot ends with a hero shot of the white bread, as the narrator says the campaign tagline: "It's Not Magic, It's Kingsmill."

The second spot follows a similar premise, where the narrator ponders how Kingsmill's white bread remains so soft.

"Is it dough-based mechanics? Do we hire enchanted squeezers?" he hypothesizes before revealing it's just actually "really good baking."

The commercial ends with a woman biting into her sandwich made soft and delicious using Kingsmill's 50/50 bread.

Meanwhile, Instacart recently launched a teaser for its Super Bowl spot starring the Old Spice guy, the Pillsbury Doughboy, and the Heinz wiener.