Allied Bakeries - Kingsmill: It’s Not Magic, It’s Kingsmill

As part of their Action on Fibre pledge, the team at Kingsmill want to ensure that fibre messaging is a key part of their communications plan.  

Kingsmill 50/50 is the best-selling loaf in the healthier white category, and it remains a popular choice for families looking to find a compromise between those who love the taste of white bread and those who want to include whole grains and fibre in their diet. Made from a blend of 50% white flour and 50% wholemeal flour it has the taste and softness of white bread but with hidden whole grains. 

In 2025, Kingsmill launched a brand-new advert featuring Kingsmill 50/50. The ad’s creative campaign “It’s Not Magic, It’s Kingsmill” called out the presence of wholegrain in the bread and flagged that it is a source of fibre. 

The ad was shown across a range of broadcast and streaming channels and platforms, including ITV, Netflix, Sky, YouTube, and Channel 4. In its six-month run, the advert was seen at least five times by 80% of shoppers with kids.