The café, part of Kingsmill’s ‘Wake up to Wholegrain’ campaign, is running for the next two weeks in Little Portland Street and is open during the morning. The campaign was created by 360 Communications.
Branded ‘The Kingsmill Breakfast Kitchen’ the café will hand out samples of Kingsmill 50/50 and Kingsmill Tasty Wholemeal as well as a cup of tea.
The Wake up to Wholegrain campaign also comprises TV and advertising. It was launched in response to research which showed consumption of bread at breakfast was declining by 6% year-on-year.
Kingmill’s campaign follows activity by its compeitiors in the sector. Market leader Warburtons launched a campaign late last year branding itself as the ‘’.
Additionally Hovis and promotion last month with ex-Spice Girl Emma Bunton to highlight its own wholemeal products.
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