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The Best Thing Since

Objective

Beloved British breadmakers Hovis were planning to launch their new ‘Bakers since 1886’ range of artisanal loaves and rolls across the country. With a new, more premium product line-up, the brand wanted a nationwide TV and shopper campaign that would suitably showcase its tasty new offering.

Strategy

We were keen to communicate the relatable, irresistible pull of simple bready pleasure. Drawing parallels between the baking and consumption moments, we concluded that Hovis bakers enjoy making this quality bread as much as Hovis consumers enjoy eating it.

Idea

Built on the sentiment of the ‘Bakers since 1886’ range being too good to share, we enlisted the help of loveable TV chef and Hovis ambassador Tom Kerridge to help us play out our tasty tale.

Two national 20’ TV spots opened on a fast-paced bakery scene, following a happy Hovis breakmaker artfully going about her daily work, before cutting to Tom in his kitchen, enjoying a large indulgent bite of his Hovis 1886 sandwich. Each ad ended with a cheeky Tom attempting to keep his masterpiece to himself – the first version showing him caught redhanded by his wife whose sandwich it was, and the second showing him mischievously switching off the light to continue scoffing his ‘unshareably’ tasty Hovis in peace.

Disruptive shopper comms offered support in store, while social and PR activity further amplified the campaign and Tom’s ongoing partnership.