- Hovis Bakeries gets behind iconic brand, investing in nationwide multi-channel campaign running through September, October, and November.
- Significant £4m spend across TV and media set to reach 79% of main household shoppers.
- Campaign re-imagines Hovis’ iconic ghost signs as enduring symbols of the resilience, pride, and togetherness of Britain’s communities and families.
Iconic British bakers Hovis has announced the launch of a new ‘Strength Baked In’ campaign which includes taking the latest ad – first briefly aired online last year – to a nationwide audience.
Rolling out from 1st September, ‘Strength Baked In’ will reach shoppers through a multi channel media campaign across TV, video on demand, YouTube, out of home, radio, and social media. The campaign will be supported by consumer PR and retail media.
At the centre of the campaign is a 30-second ad which reaffirms Hovis as one of Britain’s most iconic brands and reinforces the campaign’s core message that Hovis has been providing strength¹ to the nation since 1886.
The creative traces a cinematic path through Hovis ‘ghost signs’ (vintage adverts painted on buildings across the UK) alongside the simple acts of everyday strength and resilience that play out around them. Ending with an emotional display of inner strength, the campaign serves as a visual reminder of Hovis’s long-standing presence and connection to local communities.
The autumn campaign will also feature bespoke out-of-home city centre murals. Celebrating their local communities, these impactful murals will be rooted in the brand’s heritage while showing it through a modern lens, reminding Britain why Hovis remains a bakery icon.
Mark Brown, Chief Marketing Officer at Hovis Bakeries said: ‘We’re delighted that the ‘Strength Baked In’ ad is going on wide release across the nation. This campaign is an investment in celebrating our heritage, our communities, and the enduring strength that comes from simple, wholesome goodness.
‘The ghost signs that inspired the campaign have been part of people’s lives for generations. But this is a story told through a modern lens. We believe that Hovis is more than just bread; it’s a symbol of resilience and a reminder of the values that bind us together today.’
1. Hovis bread is a source of protein that contributes to the maintenance of muscle mass if eaten as part of a healthy lifestyle and balanced diet.
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