Allied Bakeries is putting £8m, its biggest marketing budget yet, behind the Kingsmill bread portfolio, as well as giving it a packaging makeover.
Rolling out from next week, the brand's new image will include a clearer design for its crown icon, while its usual blue and white colours will combine with brighter shades and effects such as checks or waves to differentiate products.
At the same time, a stippled effect wrapper aims to suggest freshness by evoking memories of the tissue paper used in traditional bakery shops.
Dawn McGiveron, director of commercial development, said the changes resulted from research showing consumers' bread choice was influenced by colour, branding and thickness. She said the new packaging addressed all three aspects.
Billboard ads will back the launch, with TV ads scheduled for later in the year featuring brand ambassadors and TV presenters Mel and Sue.
The activity aims to regain some of the ground Kingsmill has lost to arch-rival Hovis. The British Bakeries brand's radical 2001 image change included pictures of baked beans on wrappers and a cartoon family replacing its boy-on-a-bike ads.