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