The campaign, which will run from June, includes TV advertising, PR, extensive instore and car park sampling to drive trial of the new variant. Hovis says it will be its “biggest instore investment ever”.
Retailers will be encouraged to position the new oat offering within the “Bread with Bits” fixture in store. The bread has been baked with 50% wholegrain oats and 50% Wheatflour, and is the first bread to be awarded official approval by Heart UK – the cholesterol charity.
Jon Goldstone, marketing director for Hovis, says: “Hovis has a long history of innovation and a commitment to baking a range of healthy breads. We are introducing a unique pack colour to the category with superb on-shelf standout. We are committed to driving the breakfast occasion for bread and retailers should capitalise on this by ensuring that they are stocked up on Hovis Hearty Oats.”