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‘It’s old because it’s good, not good because it’s old’: Hovis’s first CMO on leading the brand
Hovis, which was founded in 1886, is a brand blessed with a “treasure chest” of distinctive assets, says new CMO Mark Brown. His job is to deploy these in relevant way to drive demand for the brand.
Hovis has some of the most famous advertising in the UK. Its ad ‘The Bike Ride’, which dates back to 1973, is still regarded as one of the most recognisable TV ads in Britain.
According to figures from Kantar, Hovis was also the fifth “most chosen” brand in the UK FMCG category in 2023, the ranking brings together penetration and frequency to determine the most chosen foods.
