Allied Bakeries has appointed CMW to develop the digital strategy for its brand portfolio which includes Kingsmill, Allinson and Burgen.
Kingsmill is the largest of the three brands and plans to invest significantly in digital in order to increase brand engagement, preference and penetration.
The brand has a number of initiatives in the pipeline over the coming months and sees digital as a key medium for supporting these and engaging its target market.
Chris Heyn, group brand manager at Allied Bakeries, said: “We recognise that the pace of change and development in the digital space presents some great opportunities for us to engage consumers and build our brands. It’s excellent to have an agency with such a wealth of skills and experience on board.”
Gayle While, head of digital at CMW, commented: “The bread market is a hugely competitive one so positioning and cut through are essential. The innovative nature of Kingsmill gives it real competitive advantage and it’s a great territory for us to explore. Digital is a natural place to amplify this and really bring the brand to life in an engaging way.”
