Hovis promotes wholemeal with Pendleton

Hovis is launching a £2m campaign starring Olympic cyclist Victoria Pendleton to drive sales of its wholemeal range.

Victoria Pendleton
Victoria Pendleton in Hovis campaign

The campaign aims to persuade more people to have toast for breakfast as an alternative to cereal by reminding them of the health benefits of Hovis Wholemeal and communicating healthy and filling breakfast ideas.

From April, press ads and advertorials will communicate the message that wholemeal toast “Powers me through to lunch” along with healthy and filling breakfast ideas.

Ads will include a 25p coupon to redeem against Hovis Wholemeal bread.

The campaign will also run across all Wholemeal packaging and be supported by sampling, in-store point of sale material and a campaign website with further information.

It is the first campaign Pendleton has starred in since she was announced as the Hovis brand ambassador earlier this year.

In February, Hovis launched a £5m television advertising campaign to support its conversion to 100% British wheat.

Rival bread brand Warburtons recently launched a television campaign to highlight its credentials as a family owned brand while Kingsmill is launching a £1.5m ad campaign to promote its Oatilicious variant.


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