KINGSMILL

Vanwall Road Maidenhead SL6 4UF

TREATMENT

Owen Riseley

Contents

Product
Idea
Decisions
Target audience and selling

figures

Client

Market analysis

Why you should buy my

advert
References

Owen Riseley

ProductWhite bread, it was names the UK's bestselling bread product in

2014. The loaf helped Kingsmill claim 6th place on the list of
the nations top selling
grocery items, with total
annual sales of 135m.
There is some
controversy with how
heathy white bread is for
you so it is important
that the advert promotes
a healthy life style but without a false representation.

MY ADVERT
COMPETETERS ADVERT

IdeaMy idea is to have the bread as the main focus but there will be
lots of match cuts to switch to different people enjoying their
sandwiches and it ends with a student eating a sandwich on a
sofa and the Kingsmill logo comes up and the line Kingsmill
the bread for all.

Decisions-

Owen Riseley

The reason I chose such a variety of locations was to create a

more diverse appeal and show how bread can be eaten
anywhere, it also created a more drastic change between the
different people eating the bread. My advert is also very bright
to reflect a lighter and happier mood, I also choose to use
upbeat music to create and even happy atmosphere. The
reason I decided to use match cuts was because it made the
flow from character seamless and showed that bread was the
key link, that everyone has Kingsmill in common. The unique
selling point of my advert is that Hovis (Kingsmills main
competitors) like to focus on t history of their bread and its
traditional element where as my advert is much more modern
and up beat appealing to the newer generation.

Target audience and selling figures-

Owen Riseley

These results
conclude that my target audience is the average family; groups
B to E, raging at all ages in these categories but not so much
pensioners. This is because bread is eaten from all ages and
parents buy bread for their children to provide wholegrain it is
also cheap product so it is available to most people.

ClientThe Kingsmill brand is all about creating great ideas that

families can't live without, making everyday life a little easier.
From the Little BIG Loaf, a loaf with full-size slices, just fewer of
them, to 50/50, which looks and tastes like white bread but
gets wholegrain into your kids easily. They are constantly
challenging themselves to better meet the needs of today's
consumers. They spent 2m on NPD sandwich thins, which
were launched in September 2014, and they are a national
company so have a high end budget.

Owen Riseley

Market analysis-

Britons waking up to their daily tea

and toast are shunning sliced white in favour of freshly baked
loaves and healthier wholegrain alternatives, new figures
reveal.
A total of 121 million has been sliced off Britain's bread
market in the past year as prices have plummeted to their
lowest level in a decade.
Among the reasons for the decline in sliced bread buying are
the growth of in-store bakeries, the launch of alternative
morning products and the increased popularity of grain-style
loaves perceived as healthier.
Bread is a key weapon in the current supermarket price wars,
as established grocers grapple with the soaring growth of
discounters Aldi and Lidl.
Kingsmill reported bread sales of 314 million in the year to
March, down 75 million on the preceding 12 months, as price
drops exacerbated a 14.3per cent drop in volumes.
Warburtons has lost sales worth 35 million, while Hovis has
suffered a 11 million slump in sales. Total UK bread sales were
down 8.4pc as average prices fell 4.7per cent.
Hovis has overtaken Kingsmill to become Britain's second
biggest selling bread brand, despite its 11 million drop in
sales.

Why you should buy my advertMy advert is different as it targets a wider rages of
target audiences and is much more appealing to the
younger generation rather than just families, it is also
more modern and fun compared to other adverts.
These factors make the advert more unique and stand
out, it also attracts different means that customers
cant be stolen as easily as the target audience is more
original.

Owen Riseley

ReferencesMarket analysis