Kingsmill has been featured in The Grocer, on 3rd
December 2011, with an article called
'Kingsmill range given an overhaul by Allied' about the new
packaging which is part of a £4.6m marketing investment, to also
include Kingsmill's first social media activity.
The new packaging has been designed to give the Kingsmill
brand a more consistent look across the whole range. The look
and feel of the original branding has been retained so that
shoppers can easily recognise the brand on the fixture however the
Kingsmill's logo has been updated and a large transparent window
has been added to the pack to allow the shoppers can easily see the
bread. "Just as consumers like to pick up a loaf to feel how
fresh it is, they also want to see what the bread looks like," said
Allied Bakeries brands director Will Ghali.
Kingsmill's Facebook page and Twitter feed have also gone live
this week which will be its first use of social media.
It is hoped that the brand can build a community
through its Facebook activity and Allied Consumer Careline will
answer any queries from consumers on Twitter. One strand of
this is a Facebook app called Easy Escape that will help a parent
plan a day out and will also offer sandwich suggestions.
The new look packaging and social media activity is part of the
brand relaunch under the banner of 'Kingsmill, Fresh Thinking' that
includes a multi-channel marketing campaign designed to target
parents who are juggling work and a busy home life. It will
be supported by a TV ad that will be run from January with a dad as
the central figure. "We wanted to show that we
understand the role of dads in modern family life, rather than
focus on mum," said Ghali. "Mum is a presence in the background but
the focus is on the dad and the kids."
To find out more about the Kingsmill relaunch, click
here.