The ad, for the Gold sub-brand, was recalled by 55% of consumers and enters at number nine in this week's Adwatch. Created by Publicis, it aims to encapsulate Kingsmill's 'fresh and modern approach' in the sector by using the down-to-earth comediennes.
The execution opens with Mel and Sue working in a bakery. A woman enters and asks for a loaf of their "delicious sliced white".
Sue claims that they've just baked some fresh, but the girls are up to one of their usual scams - the bread is Kingsmill. The duo carry on extolling the virtues of their 'home-made' bread to their customers.
"Are we brill or what? Sue says. But the girls are almost rumbled as a Kingsmill delivery van pulls up and they bolt to the door to disguise it.
The strapline echoes the voiceover which says, 'Gold. The fresh-baked taste'. At the end of the ad Sue admits: "All right, it's Kingsmill".
Lynn Avery, board account director at Publicis, says the brief was to embody Kingsmill's distinct identity in the bread sector. "Most people prefer freshly baked bread, but the problem with it is that it goes hard after 24 hours. Kingsmill is baked in a unique way so it has more room to expand than homemade bread, therefore it is softer and lasts longer. It is also irregularly sliced to give the homemade look and feel."
According to Avery, Mel and Sue were chosen for the campaign "as they emulate freshness, energy and modernity, the values attributed to Kingsmill, and its audience of modern mums with children".
A campaign last summer, for Kingsmill's 'tasty crust' brand, appeared in Adwatch's top ten in August last year.
The Kingsmill brand is owned by Allied Bakeries. Other products in the Kingsmill bread portfolio include Whole White, Top Grade and Square Cut.
The ad broke on June 12 and ran until July 9. Poster activity supports the campaign. Media buying is through Optimedia.
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