The campaign, aimed at family households, features slices of Kingsmill 50/50 as superheroes, with the line “Bread with super baked in”.
In one ad we see a slice of Kingsmill 50/50 slide into a toaster and emerge as a superhero with cape. In another ad a toasted bread soldier flies, superhero style, into an awaiting boiled egg – with the endline: ‘Loaf’s Good’.
The campaign, which was created by Recipe – their first work since being appointed Lead Creative Agency, breaks 8th October and runs for one month across ITV, C4 and Sky Media channels. The campaign will also run on broadcast digital channels.