While Hovis and Warburtons are winning media attention through switches to British wheat and ventures into snacks, Kingsmill is raising its profile with a new £1.5m TV push.

The four-week TV and radio campaign will continue the wider Confessions push and supports the recent launch of Kingsmill Oatilicious.

The ad depicts a mum drifting off into a dreamlike state after eating Oatilicious.