Another slice of Kingsmill Tasty Crust advertising hits TV screens on July 8, in an execution aimed at emphasising the product's crusty texture. The ad, which builds on the Fresh thinking from Kingsmill " theme, features brand spokeswomen Mel and Sue. Running for six weeks, it parodies the stereotypical advertising family. Sue is the "ideal" wife and mother, but her "homebaked" fresh bread is revealed by Mel as Kingsmill Tasty Crust. The TV campaign is part of a £4m marketing launch pad, which includes instore sampling and radio promotions, which are timed to coincide with the TV exposure. {{P&P }}

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