Allied Bakeries has ditched Kingsmill brand ambassadors Mel and Sue - and replaced them with The King.
The baker is aiming to rock its competitors with a new £7m campaign featuring a new TV ad starring a young Elvis lookalike.
Hitting screens for the first time on Monday (October 4), the ‘mockumentary’-style ad charts an alternative version of Elvis’ only UK visit, when he landed at Prestwick airport in the 1960s.
In the new version, the story reveals how The King had a secret passion for baking and
founded his own bakery, The King’s Mill in Uxbridge, producing what he reckoned was the finest bread on this ‘little ol’ planet’.
The multi-media campaign will also include radio ads, point of sale material and sampling. Bart Dalla Mura, UK commercial director at Allied Bakeries, said: “Kingsmill is already one of the UK’s biggest grocery brands and this fun and entertaining new ad campaign is set to help the brand punch its weight.
“We have always used tongue-in-cheek humour in our ads and we hope that this new ad will bring a smile to the faces of the British public.
“The King is renowned for being the best at his craft and we hope that these ads will help us be seen as the best in ours.”