Allied Bakeries looks set to win the race to put out the first TV advert for new brown' white bread. The £3m campaign for Kingsmill Whole White is launched next week while it remains to be seen if British Bakeries will follow suit for its Hovis Best of Both loaf. Allied's Mission Implausible' ad ­ which runs until the end of September ­ again features Mel and Sue. Sue hangs from the ceiling in a bid to get children to eat healthier food. Allied won the race to get the first part wholemeal bread which looks and tastes like white' on shelf earlier this month. {{MARKETING - P&P }}