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Kingsmill has unveiled a major new TV campaign, 'It’s Not Magic, It’s Kingsmill', created in partnership with creative production house Lobster.

Kingsmill 50/50 is the UK’s most popular healthier white bread and the crown jewel of the bakery brand’s portfolio. This campaign marks a vital step to reinforce Kingsmill’s position and stand out in the category.

The 30-second TV ad, directed by Alex Cooper with creative and production from Lobster, takes viewers on 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. 

Building on the success of Lobster’s recent Kingsmill Soft White TV campaign in Northern Ireland, also directed by Alex Cooper, this latest instalment continues the 'It’s Not Magic, It’s Kingsmill' platform, bringing the same imaginative comedic storytelling to a UK-wide audience.

Simon McDowell, executive creative producer and Partner at Lobster, said, “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 will begin airing from 22nd January 2025 across Channel 4, E4, ITV, Sky, Channel 5, Comedy Central, Gold and Dave. 

Media planning and buying is by the7stars.