Kingsmill use their loaf to launch £15m kit promotion

Leading bakery brand Kingsmill has launched a £15 million ‘Kit for Clubs’ initiative, in which on-pack bread coupon's can be exchanged for equipment for their sports club.

Supported by the Northern Ireland Sports Forum and fronted by TV personality Gabby Logan, the initiative is believed to be the first token collect scheme aimed specifically at adults.

The scheme is being supported by a £15m marketing campaign which includes new national TV ads featuring Mel and Sue as well as 'The Premiership's' Gabby Logan.

Commenting on the campaign, Alan Hempton, Managing Director of Allied Bakeries Ireland, said: “This is the biggest ever marketing initiative from Kingsmill and we hope that it will make a big impact in the bread aisle. We believe the scheme will inject interest into the bread category that is often viewed as an everyday shopping commodity.

“As well as helping local sports clubs within our community, Kingsmill Kit for Clubs should drive sales and allow retailers to benefit from the increased frequency of purchase that comes from such promotions."

There are over eight thousand pieces of equipment to collect from for more than 50 different sports including football, rugby, hockey, gaelic games through to archery, volleyball and ten pin bowling.

The tokens will be on packs from September 2003 until 31 August 2004. However, consumers will have until 31st December 2004 to redeem their tokens.

A regular loaf of Kingsmill bread carries one token whilst some formats of Kingsmill Gold carries two tokens.

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