Dobbies
Spring's OUR Thing
Kingsmill 50/50
CHALLENGE
Kingsmill 50/50 is the UK’s most popular healthier white bread and the crown jewel of the bakery brand’s portfolio. Kingsmill needed a TV campaign to reinforce their position and stand out in the category.
CREATE
This campaign was designed to shake things up for Kingsmill in a way no one saw coming. Breaking away from the usual category conventions, we seized the chance to create a bold and playful spot that reminds everyone just how magical Kingsmill 50/50 truly is.
Directed by Alex Cooper, the film invites viewers on a fantastical journey into the whimsical world of Kingsmill 50/50, where mythical characters unveil their “secret” tricks for making healthy bread taste so good.
What our client's say
“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.”