McCann Ericksons first Hovis campaign breaks cover

McCann Erickson has created a new tactical campaign for Hovis to promote its “softness”. The outdoor ads for its Soft White bread will break on May 19.

It is the agency’s first work for the Premier Foods-owned brand since it won the account at the start of the year (MW January 10).

The campaign has three executions that show salad vegetables resting on top of a loaf, which dips slightly under the weight to show how soft it is. It has the strapline on the advertising is “The Softest Thing since Sliced Bread”.

The ads will run across six and 48 sheet posters and LED screens. It will be supported by below-the-line working including sampling, on-pack promotion and an offer in The Sun for readers to receive a free loaf.

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