You have a product difference that stands out in the bread category. That could become a very dull product commercial. But creative production house, Lobster, avoided the obvious for Kingsmill in its TV campaign to promote Kingsmill 50/50, the white bread with wholegrain flour and no bits.
The 30-second TVC, It’s Not Magic, It’s Kingsmill, is a fantastical journey into the whimsical world of Kingsmill 50/50, filled with mythical characters who reveal their “secret” methods for making healthy bread taste so good.
The new campaign builds on the success of Lobster’s recent Kingsmill Soft White TV campaign in Northern Ireland. Both were directed by Alex Cooper. Both use imaginative comedic storytelling.
Simon McDowell, executive creative producer and partner at Lobster, stated, “This is a promiscuous category with low brand loyalty and it’s been a while since 50/50 graced our tellies. So this campaign was all about shaking things up for Kingsmill in a way no one will expect. We embraced the opportunity to step away from category norms and deliver a bold, fun spot that reminds everyone just how magical Kingsmill 50/50 really is.”
Emma Eggleton, head of marketing at Allied Bakeries, added, “We are thrilled to bring Kingsmill 50/50 back to TV screens with such a vibrant and imaginative campaign. It’s Not Magic, It’s Kingsmill perfectly captures the essence of our brand – making healthier choices delicious and fun. This campaign is impactful and reminds our audience of the benefits of Kingsmill 50/50 in a unique and engaging way. We can’t wait for people to rediscover the magic of Kingsmill 50/50.”
The TV spot is running across the UK on Channel 4, E4, ITV, Sky, Channel 5, Comedy Central, Gold and Dave.
Credits:
Creative & Production: Lobster
Alex Cooper: Director
Si McDowell: Executive Producer
Sarah Baulcomb: Head of Production
Samantha Callighen: Producer
David Wright: DOP
Adam Dorney: 1st AC
Joe Mulvihill: 1st AD
Editing: Magic Edit
Meg Thorne: Editor
VFX: Ben Walker @ Roko Studio
VFX: Bubble TV
Colour: ETC
Megan Lee: Colourist
William Aikman: Music Composition & Audio Production
