Hovis to launch 100% British wheat themed ad

Hovis is to launch a £5m television advertising campaign to support its conversion to 100% British wheat.

The company says the campaign will be its biggest ever and will run for six weeks from 12 February.

It will feature four separate commercials, each showing a different Hovis loaf including Soft White, Wholemeal, Best of Both and Granary.

Each advert shows a different person making a sandwich before cutting it into eight pieces to create a Union Jack shape, reinforcing the brand’s British’s positioning.

According to IRI figures, the Hovis brand grew its sales by 14.5% boosting Hovis’ share to 25.9%, following its “Go on Lad” campaign that was launched in 2008.

In addition to TV advertising, there will be heavyweight consumer press advertising with money off next purchase coupons, 6-sheet posters outside major supermarkets and extensive PR.

Jon Goldstone, marketing director for Hovis, says: “We are thrilled to be able to support the launch of 100% British Wheat with such exciting advertising. We’re confident that the 100% British wheat campaign and the multi-million pound support that we are putting behind it will continue to drive our sales in 2010.”

Hovis recently signed Olympic cycling champion Victoria Pendleton up for a three-year deal to be its brand ambassador.

Its rival Kingsmill has launched a new range of bread called Oatilicious, which will be baked with a combination of wholegrain oats and wheat flour and has pledged over £11m in advertising investment.

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