Kingsmill has launched a new £4m campaign for its 50/50 range, starring John Thomson.

On air now until April, the advert features the actor of The Fast Show fame as a single father.

The first advert shows a Dad preparing lunch for his children while his daughter is creating an online dating profile for him. Describing him, the children “draw their inspiration from Kingsmill 50/50”, the company said: ‘A big softie, tasty, crusty – a bit of an all-rounder’.

According to Allied Bakeries, the new adverts are designed to show a “fresh side to modern family life”.

Including the new strapline, ‘Baking a Difference’, the phrase aims to demonstrate the difference the brand makes to family life. It is voiced-over a three-second film of a rising loaf in the oven to “bring to life Kingsmill’s bakery expertise”.

Darren Grivvell, director of brands, Allied Bakeries, said: “Consumers tell us the Kingsmill range provides more than simple sustenance – it’s at the heart of keeping the busy family ‘ticking over’. It also makes a difference in providing reassurance, satisfaction and comfort. We’ve chosen to dramatise this in some of the intimate, everyday mealtime moments where our single Dad can show his warmth and fallible blend of parenting skills – just like any parent does.

“We believe this will be both memorable and continue to ensure that Kingsmill 50/50 maintains its market-leading position.”