kingsmill
press I digital I ooh I RETAIL
LICENSING AWARD
Best Licenced Campaign
the BRIEF
Armed with a want to work with two great brands we proposed the idea that Kingsmill could be the bakery partner for the Aardman Animations film ‘A Matter of Loaf and Death’ with a campaign to take the partnership in-store and connect with families.
insight & IDEA
Wallace is a great inventor and people who love Aardman films love related collectables.
With families in mind we created four fun collectables including the Turbo-matic Toast Rack which families received after they collected tokens across the range of 40 million different Kingsmill packs. The promotion ran across retail magazine ads, retail advertising, digital and also included retailer communication and sales aids to help the sales force implement the campaign
Agency: GHMC. Photography: Aardman Animations
Additional project: Kingsmill Christmas competition to win a prize of a ’loaf time!’
The campaign included in-store POS, online downloadable assets and communication to retailers.
