Activity will include an on-pack promotion and coupon distribution.
The 400g loaves are predominantly bought by consumers from one and two person households.
Around 80% of the spend in this sector comes from consumers who are 45 and over, and whose media choices include newspaper supplements, mature lifestyle magazines and direct mail.
According to Premier Foods, this target market over-indexes on coupon redemption. In response, Hovis will be running money-off coupons across 15 publications, including the Radio Times, with a potential reach of 11 million people. Vouchers will also be door dropped to 2.2 million households.
Additionally, Hovis will be running an on-pack initiative across all 400 gram lines, offering consumers 20p off of their next purchase. The
]The promotion was created by Chemistry Communications and the packaging by JKR.
Hovis is hoping the marketing push will attract an extra one million households to the Hovis 400 gram range.
The bread range includes Wholemeal, Seed Sensations, Granary and Original Wheatgerm.
Edward Milner, head of category management, says: “The 400g category is a crucial part of the bread market. Due to changes in consumption and household demographics, it has been in growth for many years. For a large proportion of the country, 400g is more relevant than a larger loaf, so it is important that we provide for them.
“If we were to focus just on 800g, we would be ignoring a whole market, and in these economic conditions it is more important than ever that we support those smaller and older households.”