Kingsmill is to return to TV as part of a £2m marketing push for last year’s NPD, the Kingsmill 50/50 Vitamin Boost loaf.

Revising the ‘Loaf’s Good’ strapline from last year, the campaign hits screens today (7 October) and will run for five weeks.

It features the Kingsmill 50/50 Vitamin Boost loaf as the ‘Bread with Super Baked In’, highlighting the seven vitamins and minerals in it. The campaign has two versions – one featuring a caped bread superhero flying out of the toaster, while the other features the superhero flying into an egg.

The loaf, which was launched in September last year, is the “most successful innovation in wrapped bread in the last 12 months”, according to owner Allied Bakeries.

“After the success of the ‘Loaf’s Good’ advert which debuted in 2018, we wanted to launch a second wave of activity to celebrate the goodness of our 50/50 Vitamin Boost loaf. Our slogan reflects a positive outlook on life and enhances the idea that it’s the simple pleasures in life that matter. Our ‘Super Baked In’ creative builds on this light-hearted message and reflects the Kingsmill personality,” said Matthew Cullum, director of marketing at Allied Bakeries.

The drive comes amid a tough time for Allied, which recently confirmed that it would axe bakery production at its Cardiff site following the loss of the Tesco own-label contract earlier this year.

Managing director Jon Jenkins also left the business as part of a management shake-up.