Hovis is stepping up its Internet activity. Its new media agency, Billco, has designed a microsite – www.hovisbakery.co.uk – to complement its above the line ad campaign, created by BMP DDB, Billco’s parent company. The site also supports the launch of packaging that is intended to rejuvenate the Hovis brand.
The changes are part of a £7m onand offline campaign, which eclipses the media spend of every bread brand last year. Paula Moss, Hovis brands director at British Bakeries, says: “This latest investment in the brand asserts our market position and identity and will be welcomed by consumers.”
The site features Harry Hovis, the star of the new ads, and has been created in what is billed as a “bright, modern, animated style”, which delivers a consistent message across all media. Harry invites consumers to meet the “Hovis family”, view new ads and packaging, as well as download Harry’s own screensaver. There’s also a news and contact area for press and media inquiries.
Hovis hopes that the campaign will strike a chord with parents wanting to cut down on their family’s consumption of junk food. In line with the ads and the packaging, the website uses the slogan “Get something good inside”.
Hovis is already featured on a number of different websites including, www.britishbakeries.co.uk, www.rankhovis.co.uk and others linked to the microsite.
The cost of the microsite, which took less than two months from start to finish, is described by Billco as a “small percentage” of the total £7m budget.