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Mission Implausible
Children throughout the UK were turning their noses up at healthier bread options in favour of the age-old white favourite (no change there then). Kingsmill, although also suppliers of fine white bread, wanted to help mums out.
30" version
10" cut-down
The thinking behind the creative idea of this ad – just one in a successful run of commercials featuring Mel & Sue – highlighted the lengths that mums have to go to in order to feed their kids more nutritious food.
Sales subsequently way exceeded expectations.
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