Kingsmill 'crusts away' by M&C Saatchi

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Kingsmill is backing the launch of its latest bread Crusts Away! with a £3m ad campaign through M&C Saatchi. The bread is aimed at kids and, as the name suggests, already has the crusts taken off. The 30-second "crusts away" spot comprises a series of vignettes showing inventive ways in which kids dispose of the hated crusts. The execution begins with a crust tied to a model train set track as the train comes hurtling towards it. The next shot shows a girl on a pogo stick jumping up and down on some crusts. Other demolition techniques include firing them up into the sky on a bottle rocket, dragging them behind a radio-controlled car and hitting them with a golf club.

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Released: 20 September 2006

Related Creative:


Project name
No Crusts
Brian Robinson, chief executive Allied Bakeries
Promote Kingsmill Crusts Away! as the solution for kids that hate crusts.
Creative agency
M&C Saatchi 
Orlando Warner
Art director
Simon Briscoe
Howard Miller
Media agency
Media planner
Jenny Davidson
Production company
Another Film Company
Jeff Stark
Bruce Townend @ The Quarry
Audio post-production
Soho Studio
National TV

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