FRIED peanut butter sandwiches are notorious as a prime ingredient in the demise of The King — so to use Elvis Presley to promote bread sales would seem to be a less than astute move on the part of Kingsmill.

Nevertheless, bread executives thought that they were using their loaves when they commissioned a television advert featuring “Elvis”. It turns into a spoof story about how he arrived at Prestwick Airport — in reality the only time that Presley set foot in Britain, en route home from Germany — and stayed behind to set up a bakery, The King’s Mill with the strapline: “By appointment to the King.”

Critics, who likened the campaign to using Buddy Holly to promoting air travel, were unsurprised yesterday when Kingsmill admitted that its profits had fallen. The company said that the advert had failed.

Associated British Foods (ABF) had hired JW Thompson, the advertising agency, to create the television campaign. ABF has now ended its contract with the agency and is expected to announce a replacement within weeks.

A £1.4 million version last autumn featured a master breadmaker, Eddie, and his quest to provide Elvis with best-quality bread.

Opening in 1960s Las Vegas, where Presley is performing, the 30-second spot shows Eddie providing The King and his entourage with a spread of Kingsmill sandwiches, rolls and muffins. But sales fell, forcing ABF to admit that full-year profits would now be lower than expected.

As one commentator pointed out at the time of the first broadcast of the advert: “Could it be that this ad is the unfortunate equivalent of Buddy Holly fronting an airline commercial, or Marvin Gaye a campaign to remember Father’s Day?” Shares in the company slumped 6.5 per cent to 788½p yesterday as ABF, which also owns Primark, Twinings tea and Ryvita, said that its Allied Bakeries division had suffered a “very bad year”.

Analysts said that Kingsmill had lost about a third of its market share to Hovis and Warburtons because of the advert and production issues.

George Weston, chief executive, admitted that its “consumer marketing not being sharp enough”.

Mr Weston said that new management had been put in place in January and a new communication plan was on the way but he admitted: “We have new management in place and they are moving ahead fast with new communication and products, but we probably won’t see an improvement until next year.”

The problems come after the loss of Allied’s deal to supply Asda with own-label bread after a dispute with the supermarket group.

KING-SIZE SNACKS

THE FOOL'S GOLD LOAF

1 Italian white loaf
1lb bacon
1 jar Skippy creamy peanut butter
1 jar Smucker’s grape jelly
Butter

Spread two tablespoons of butter all over the Italian loaf. Bake in a 350F oven for 15 mins until well browned. Fry bacon until crisp, then drain on paper towels. Slice loaf length- wise, scoop out interior to make room for filling. Spread peanut butter and grape jelly inside. Add bacon. Close loaf. Serve and enjoy.

From The Life and Cuisine of Elvis Presley, by David Adler

PEANUT BUTTER AND NANNER SAMMICH

1 small ripe banana
2 slices white bread
3 tablespoons peanut butter
2 tablespoons butter

In a small bowl, mash the banana with the back of a spoon. Toast bread lightly. Spread the peanut butter on one piece of toast and the mashed banana on the other. Fry the “sammich” in melted butter until golden brown. Cut diagonally and serve hot.

From Are You Hungry Tonight? Elvis’ Favorite Recipes, by Brenda Arlene Butler

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