kingsmill
press I digital I ooh I RETAIL
the BRIEF
Armed with a want to work with two great brands I proposed the idea that Kingsmill could be the bakery partner for the Aardman Animations film ‘A Matter of Loaf and Death’ with a campaign to take the partnership in-store. To do this I designed four collectable premiums, the main one being a Turbo-Matic toastrack and created promotional magazine ads, retail advertising and microsite with puzzles and games. I also created retailer communication and sales aids to help the sales force implement the campaign and sell it into the stores.
insight & IDEA
Wallace is a great inventor and people who love his films love his collectables. With families and children in mind I designed four fun products including the main collectable the Turbo-matic Toast Rack which I used (with a commissioned image of Wallace and Gromit) across the promotional pieces as the main picture. The sales promotion mechanic was collecting via tokens on 40 million products.
AWARD WINNING CAMPAIGN:
The Licencing Awards - Best Licenced Campaign
Agency: GHMC
Copy: Lucy Coffey
Photography: Aardman Animations
Additional project: following on from the success of the Turbo-Matic Toastrack Kingsmill ran a Christmas competition. I used more ‘Matter of Loaf and Death’ imagery with the concept of winning a prize of a ’loaf time!’ This included in-store POS, online downloadables and communication to retailers.