Hovis launches 1970s-inspired ad

Hovis is poised to launch a 1970s-style television campaign, as the marketing activity among the nation’s biggest bread brands hots up.

Victoria Pendleton campaign
Victoria Pendleton campaign

The ad is currently being shot around various areas in and around Tyneside, including Gateshead and North Shields.

The streets of Gateshead are being transported back to the 1970s to create the backdrop for the ad, with classic cars, buses and bicycles from the era wheeled in to create the setting.

The brand’s owners, Premier Foods, couldn’t confirm any more specifics for the ad campaign, but it is thought that it will air in the next month. It has been devised by Miles Calcraft Briginshaw Duffy.

Tyneside has proven to be a popular location for adverts in the past, with Argos and Carling having used some of Newcastle’s most well-known landmarks.

Hovis’s rival Warburtons has also used the city – where its HQ is also located – for ads.

The Hovis ad will be the latest in a series of high-profile ads among the country’s breadmakers since the turn of the year, including:

– April: Hovis recreated its 1970s ’boy on a bike’ ad with Olympic cyclist Victoria Pendleton.

– March: Warburtons launched a TV campaign to highlight its credentials as a family owned brand.

– March: Kingsmill launched £1.5m ad campaign to promote its Oatilicious variant.

– February: Hovis launches a £5m TV ad campaign to support its conversion to 100% British wheat.

In the year to December 31, Premier Foods says Hovis performed particularly strongly, with market share up 3% percent over the year to 25.9%.

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