Superhero Bob flies in to lead battle for 'half and half' sales
22 June, 2007
British Bakeries this week said it wanted to build its Hovis brand's leadership of the 'half and half' bread sector, as a new £2m marketing and advertising campaign gets under way.
A superhero called Bob, representing Hovis' Best of Both brand, is visiting supermarkets around the country as part of a four-week sampling campaign. This ties in with TV and radio adverts, themed around a child who is a fussy eater, on TV this month.Hovis Best of Both brand manager Claire Low claimed the brand now has a 78% share of the half and half sector and is seeking to maintain and grow those sales.She told British Baker: "We want to spread the message, continue to be the market leader and increase our market share. This new campaign brings a fun element to the brand and is really engaging. We are so excited about it." Additional space for off-shelf displays has been generated as a result of the activity, according to British Bakeries.