M&C Saatchi's £3m new campaign for Kingsmill shows a set of parents trying to sneak fish into their son's diet. The ad tries to impart the message that parents don't need to force their kids to eat oily fish to get Omega 3, as it is in the Kingsmill Headstart Omega 3 loaves, which went on sale last month. In the opening shot we see the boy being dropped off at school. As his mum hugs him, she sneakily plants a mackerel into his pocket. Later he gets an ice cream with a mackerel poking out of it. The TV ad, which airs this week, ends with a new Kingsmill strapline: "Love bread. Love Kingsmill."