British Bakeries is launching a &£7m above- and below-the-line campaign for its Hovis Crusty.
The push includes a TV ad featuring Nobel prize-winning DNA biologist Dr Richard Roberts. He is shown eating a piece of Hovis Crusty bread and wishing that of all the British discoveries made in his lifetime – including the jet engine, DNA, and the Worldwide Web – he could have come up with something as good as Hovis Crusty.
The brand was launched in June, and uses natural ingredients. The company claims it remains crusty for up to four days.
The ad, written by Roger Holdsworth and directed by Phil Chitty at DMB&B, breaks this week.