Another Word has been tasked with building brand awareness and reappraisal among consumers, and will report to Kingsmill marketing manager Anna Millichamp. She said: "With Kingsmill we are delivering the most comprehensive innovation and transformation platform the bread category has seen in recent years."
The bakery firm has recently refreshed its branding, which, according to Another Word joint MD Lynda Redington, gives Kingsmill "a unique and consistent look and feel across its entire portfolio".
Reddington said: "The brand will remind people that bakery is the ultimate simple pleasure and we're delighted to be working with Kingsmill to support this objective and raise awareness of genuine innovation."
No other agencies were involved in the pitch process, and Redington confirmed there was no incumbent.
As part of the refresh, Kingsmill has introduced a number of new products, including sliced loaf Kingsmill Super Toasty and toasting range Kingsmill Toasties.