The campaign, created by Dare, kicks off this weekend (Saturday 9) and includes a TV ad featuring hundreds of farmers racing across the countryside.
The bread band wants to drive awareness of its move to use 100% British wheat across its range. Hovis launched its first campaign to support the switch last year.
The marketing campaign spans outdoor, digital and in-store advertising and also includes a print campaign with The Sun. It follows a recent Union Jack pack design across the brand’s Soft White range.
The ad campaign comes as Premier Foods is looking to raise money to reduce its £1.4bn debt. In January the food manufacturer sold its meat free brand Quorn and sister brand Cauldron to private equity firms Exponent Private Equity and Intermediate Capital Group.