Mary Carmichael Allied Bakeries is to flex its marketing muscle behind two of its big bread brands next week when a £3m campaign for Kingsmill Whole White and a £2m one for the Allinson brand kick off. The Whole White spend heralds the arrival of two new white' bread products baked with wholemeal flour. Whole White Rolls and Extra Thick Bread follow the 400g loaf which was first to market last July. Allied Bakeries claimed sales of £23m so far. Each is the subject of new Mission Impossible'-style TV, press and radio ads featuring TV presenters Mel and Sue. Instore demonstrations and tastings are also planned. "January is the ideal time to launch these, as the trend is towards healthier products following Christmas," said a spokesman. The Allinson spend is the brand's biggest budget yet and it marks a relaunch focusing on the brand's heritage which dates back to the 1800s. New paper-feel packaging for the 400g and 800g Wholemeal and HiBran loaves will be on shelf on Tuesday (January 22). TV and print advertising, which stars animated mice and emphasises the care and attention involved in the brand, breaks on February 18. The campaign also includes sampling and direct mail. {{P&P }}

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