It’s not magic, it’s Kingsmill

Bread brand Kingsmill has unveiled this 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.

Kingsmill – It’s Not Magic, It’s Kingsmill

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Agency Production Company In-House
Production Company Lobster
Director Alex Cooper

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Credits

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Agency Production Company In-House
Production Company Lobster
Director Alex Cooper
Executive Producer Simon McDowell
Head of Production Sarah Baulcomb
Producer Samantha Callighen
Editing Magic Edit
Editor Meg Thorne

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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.”