The baker’s plans stem from its fledgling social media strategy to move away from product-focused discussions with online fans. It overhauled its presence its Facebook, Twitter and Pinterest profiles last year and is set to inject more personality into its communications to win over consumers.
Content, developed in partnership with marketing agency Futureproof, for the brand’s flavoured “Taste Sensations” range humorously riffs on observations from daily life. For example, posts such as ‘Mum’s dinnertime rules (No mobile phones at the dinner table!)’ and ‘Picnic rides to work up an appetite’ alongside accompanying creative are designed to spark a nostalgic reaction from fans, pushing them to share with others.
Ultimately, Hovis hopes the nature of the posts illicit a stronger emotional reaction from fans, particularly among its heartland of 30 to 50-year old females. The company is pursuing another thread to accelerate the plan, that sees it push bread as a key ingredient to dishes as well as create a premium tier within the category.
The “Loaf-Changing” effort also sees a Michelin starred restaurant chef create signature serves for the three flavours – Red Pepper, Tomato, and Basil – of the brand to inspire people to create their own.
The burst of activity comes after former Hovis owner Premier Foods spun off the business in March to form a joint venture, stand-alone brand with private equity firm Gores Group. A £200m five-year investment programme has been mapped out for the brand, which retained the marketing and sales team following its split from Premier.