Kingsmill has launched a regional Fun Lunch Tour in order to boost awareness of, and drive participation in, The Big Lunch.

It has enlisted DJ Jo Wiley as a celebrity ambassador for the tour, which she launched last week (28 March).

The Fun-Lunch-Mobile has now begun a 20-stop journey around the UK, which will end in Manchester on Sunday 29 April.

It forms part of an ongoing marketing campaign to promote the bread brand’s sponsorship of this summer’s Big Lunch event, which takes place on 3 June, over the Queen’s Diamond Jubilee weekend.

At each stop, consumers will be encouraged to learn about The Big Lunch from Kingsmill ambassadors, who will also be on hand to help children create their ‘dream sandwich’. The designs will then be entered into a prize draw, with the best making it into a Fun Lunch Recipe Book, which will be available to download for free at

Guy Shepherd, category director, Allied Bakeries, said: “The Fun Lunch Tour provides us with a great opportunity to reach pockets of communities across the UK and inspire them to take part in The Big Lunch. Local retailers should be sure to check out when the tour is coming to a town near them, as we expect increased awareness of the event to create greater demand for lunch products, such as bread, rolls and sandwich alternatives.”

The Big Lunch is an iniative from The Eden Project. The aim is to get as many people as possible across the whole of the UK to have lunch with their neighbours in a simple act of community, friendship and fun.