Kingsmill Superheroes Are 'Bready' to Go in Campaign from Recipe

Allied Bakeries brand, Kingsmill, is launching a new TV campaign for Kingsmill 50/50 Vitamin Boost.

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.