Collett Dickenson Pearce has unwrapped its first TV work for Kingsmill
since scooping the pounds 6 million Allied Bakeries account last July.
The new work rolled out this week and runs until the summer. It depicts
four singing bakers, the Kingsmill Quartet, who explain how Kingsmill
has a softer, lighter taste as a result of a slow-baking technique. The
ad rounds off with the brand’s new strapline: ‘It’s not run-of-the-mill.
CDP has drawn on its past experience in the bread market in working on
the new campaign. The agency handled the pounds 2.5 million Hovis
account for 30 years until the entire Hovis business was consolidated
into D’Arcy Masius Benton and Bowles in February last year (Campaign, 17
CDP’s chief executive, Ben Langdon, said: ‘In a market that is
notoriously competitive and where brands have to fight hard to justify
their premium over own label, the new Kingsmill work not only builds a
new personality for the brand but gives people a real reason to buy.’
Paul Ashworth, Allied Bakeries’ marketing director, said: ‘This campaign
is an exciting move for us. It communicates baking values and expertise
in a modern, engaging way that clearly distinguishes us from the
competition. With the Kingsmill Quartet, I believe CDP has created a
powerful, long-term brand property for Kingsmill.’
The commercials were written by Phil Forster and art directed by Tim
Brookes. They were directed by Martin Jones through TTO.
Kingsmill is the brand leader in the growing premium white bread sector,
with a 47 per cent market share.
The win added to another slice of Allied Bakeries business, the pounds 2
million Allinson’s account, which the agency picked up the previous
January. Both accounts were moved into CDP after a secret pitch and
helped plug the gap caused by the departure of Hovis.