Kingsmill: The Kingsmillion challenge

The challenge

Launch Kingsmill’s NEW 50/50 Multi-Seed and 50/50 ‘No Bits’ Multi-Seed loaves to a family audience.

The solution

Don’t just sell a product, sell a lifestyle. We created the #KingsmillionChallenge. A fully integrated PR, influencer and social campaign designed to help families eat well and get active at the same time. We enlisted dance troupe Diversity as curators of a new and exclusive TikTok dance challenge with Kingsmill Multi-Seed. A huge success, we got the nation dancing whilst showing how Kingsmill Multi-seed fits into healthy balanced lifestyles.

The #KingsmillionChallenge was supported by a media relations push, creating a groundswell of third-party endorsement for the new loaves by engaging an army of product placement journalists and influencers as advocates.

The impact

  • 370k views of the #KingsmillionChallenge on TikTok and a reach of 460k
  • 295 broadcast interviews with Diversity and a Kingsmill spokesperson
  • 38 product insertions across consumer and trade media with a reach of over 30m
  • x3 influencer partnerships secured with @BrummyMummyof2 (136k followers), @Daddy_to_triplet_girls (108k followers), @TwoDadsInLondon (46.8k followers)
  • BritMums campaign engaging 72 micro influencers with a reach of 336k
  • Sold out live finale with 500 Multi-Seed shopper vouchers distributed on the day