Elvis lookalike stars in new £7m Kingsmill ad campaign

LONDON - Mel & Sue have been replaced by an Elvis Presley impersonator in the new £7m campaign for Kingsmill bread.

The campaign, which is shot in the style of a documentary, is based around Presley's only visit to the UK, when he had a stopover in Glasgow in 1960.

In the spot, Presley, who was famous for his love of deep-fried peanut butter sandwiches, is shown founding the first Kingsmill Bakery during his 60-minute stopover, and the strapline is "By appointment to the King".

It was created by Jonathan Budds and Anita Davis at J Walter Thompson and directed by Martin Granger through Bikini Productions.

Jo Sykes, UK marketing director at Allied Bakeries, said: "Our campaign with Mel and Sue was very successful, but we felt it was time for a change. What better way to raise the profile of Kingsmill than using 'The King' himself. We have always used tongue-in-cheek humour in our ads, and we hope that this new ad brings a smile to the faces of the great British public."

Allied Bakeries handed its advertising account to J Walter Thompson in March after a four-way pitch that included incumbent Publicis. The Kingsmill brand had a long-running campaign starring the comedy duo Mel Giedroyc and Sue Perkins.

The company has also appointed PR agency Cake to work on a project promoting the new advertising campaign to the mainstream media.

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