Allinson’s new TV campaign encourages consumers to ‘go all in’ with brand’s signature wholemeal loaf

Allinson’s was founded in 1892 by ‘rebel baker’ and wholemeal advocate Thomas Allinson. It has long been associated with great quality bread and a new TV advert was created to encourage consumers to ‘Go All In With Allinson’s’, highlighting that bread is a key component of every great sandwich.

This was aired via BVOD (Broadcast Video on Demand) meaning anyone watching catch up TV through services such as ITV X and All4 would see the advert.

The campaign focuses on choosing the best bread for your sandwich regardless of the filling, and while not overtly calling out the fibre content, it does promote and normalise the use of wholemeal bread, by showcasing this great tasting loaf.

During the campaign there have been over 1.8m impressions with the target audience.