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Kingsmill 50/50 isn’t just any bread - it’s the UK’s most popular healthier white loaf and the crown jewel of Kingsmill’s portfolio. But in a competitive category where sameness reigned, Kingsmill needed a TV campaign to reinforce their leading position and break away from category conventions.

This bold and playful campaign, conceptualised by Lobster and directed by Alex Cooper, transformed the everyday into something truly magical. We invited viewers on a fantastical journey into the whimsical world of Kingsmill 50/50, where mythical characters reveal their "secret" tricks for making healthy bread taste irresistibly good.

By leaning into a distinctive and imaginative creative, we shook things up for Kingsmill, leaving audiences charmed and entertained - and reinforcing 50/50 as the go-to choice for those looking to blend health and taste.