Job to be done
Develop a platform to communicate what Kingsmill stands for: kindness.
Focus on the tangible impact and positive difference that kindness can have.
‘Slice of Kindness:’ one overarching narrative showing how every kind act can make a big difference to you, your community and the planet.
Multi-channel campaign, with 6 staggered bursts over the year. Over x50 quality editorial insertions with 100% key message inclusion, from announcing new packaging featuring recycled content to revealing Save The Children as the brand’s on-pack partner.
Content Snapshot: Slice of Kindness launch
Total reach of 203.7k, and an average engagement rate of 10.4%*
Anything greater than 7% is considered a very high engagement rate