Hovis awards Agency Republic digital account

Premier Foods has appointed Agency Republic to handle its digital account for its Hovis bread brand following a pitch against a number of undisclosed agencies.


The review, which began in May, was handled by ISBA.

Hovis had previously worked with a number of digital agencies on an ad hoc basis and is the first time it has appointed one agency to handle all its digital activity.

Agency Republic’s appointment is effective immediately, with work expected to break towards the end of the year.

Premier Foods, the maker of brands including Mr Kipling cakes and Bisto gravy, saw sales rise 3% in the four months to April 25.

Sales in its baking division grew 6% during the period, which it largely attributed to Hovis and the £15m relaunch of the brand last year.

Earlier this year Premier Foods was rapped over claims that its relaunched Hovis bread is healthier than a bowl of cereal.

The Advertising Standards Authority subsequently banned Premier Foods from claiming that “just two slices [of Hovis] provides you with33% more wholegrain than a bowl of cereal”.

In July last year, Premier Foods introduced the “boy on the bicycle” from its iconic Seventies ad as a key part of its logo for the first time.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here