Kingsmill Soft White – The Secret To Soft — The Secret To Soft
Kingsmill - The Secret To Soft
The Secret To Soft
[20 secs]
Client:
Kingsmill
Category:
TV Commercial
Year:
2024
CHALLENGE
Kingsmill Soft White needed a compelling, disruptive TV campaign to persuade Northern Irish consumers to convert to Soft White.
CREATE
We identified softness as a key metric when considering buying white bread….and Kingsmill really do have the softest. So we thought we’d explore some of the secrets behind the super soft bread while debunking any tongue-in-cheek mythical notions.
The 20-second TV ad combines a touch of whimsical humour with Kingsmill’s uncompromising quality, reinforcing the brand’s signature softness – no dough-based PHDs or enchanted squeezers required. Unicorn fist bumps all round.
What people say
Having worked for many years with Lobster we knew that they were a safe pair of hands to push the boundaries on our Kingsmill Soft White creative. It is always a tricky balance to inject humour and characters into a piece of creative and still get our message across. Lobster manages this balance in spades. We tested the advert before air and were delighted with the results. Lobster delivered the project to the brief and navigated us through some unfamiliar territory to leave us with a great, effective advert that we are all proud of
Made possible by 35 humans
