CASE STUDY: Hovis - The Best Thing Since

Provided by Initials
Beloved British breadmakers Hovis were planning to launch their new 'Bakers since 1886' range.

What was the Challenge / Background of the Campaign?

Beloved British breadmakers Hovis were planning to launch their new 'Bakers since 1886' range of artisanal loaves and rolls across the country. With a new, more premium product line-up, the brand wanted a nationwide TV and shopper campaign that would suitably showcase its tasty new offering.

What was the Campaign Objective?

We were keen to communicate the relatable, irresistible pull of simple bready pleasure. Drawing parallels between the baking and consumption moments, we concluded that Hovis bakers enjoy making this quality bread as much as Hovis consumers enjoy eating it.

What was the Solution?

Built on the sentiment of the 'Bakers since 1886' range being too good to share, we enlisted the help of loveable TV chef & Hovis ambassador Tom Kerridge to help us play out our tasty tale. Following a happy Hovis breakmaker artfully going about her daily work, before cutting to Tom in his kitchen, enjoying a large indulgent bite of his Hovis 1886 sandwich. Each ad ended with a cheeky Tom attempting to keep his masterpiece to himself. Disruptive shopper comms offered support in store, while social & PR activity further amplified the campaign & Tom's ongoing partnership.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
All adultsFemale
Both
Main Shopper
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, All Regions14 Sep 21BUILD AWARENESSSHOPPER MKTG
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