Kingsmill has launched a new TV campaign, “It’s Not Magic, It’s Kingsmill,” created in collaboration with creative production house Lobster.

Kingsmill 50/50, the UK’s leading healthier white bread and the flagship product in the brand’s range, takes center stage in this campaign aimed at strengthening Kingsmill’s position and standing out in the market.

The 30-second TV ad, directed by Alex Cooper with creative and production by Lobster, invites viewers into a whimsical world of Kingsmill 50/50, where mythical characters unveil their “secret” techniques for making healthy bread taste so delicious.

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.