Hovis is launching a new outdoor campaign to support its Best of Both product range as children return to school.

Starting today for two weeks, the campaign, created by JWT, features three characters: a schoolboy, a ballerina and an outdoor-loving girl. Pictured eating Best of Both, the children show their naughty and nice sides.

The campaign is accompanied by the strapline: “Now tastes even better”.

Matt Hunt, brand director at Hovis, said: “The Best of Both range, with its no artificial preservatives and added wheatgerm goodness, will be the focus of this OOH campaign. This also ties in with the back to school season – the perfect opportunity to showcase our products to mums when it comes to getting kids to eat and enjoy something that’s a little bit healthier.”

Hovis has also developed its packaging designs across its range. According to the brand, the clearer packaging ensures greater transparency for a “fresh, natural feel”. It also emphasises “Hovis’ natural positioning and no artificial preservatives commitment”.

The campaign follows the announcement that Premier Foods is developing the social media strategy for its Hovis brand to engage with consumers about the health benefits of bread.

Last month, British Baker reported on a Facebook question-and-answer session held by Hovis with dietitian Elphee Medici. A statement by Hovis said: “Bread is such an important part of our balanced diet, but is constantly under attack in the media. The purpose of our Q&A is to help end the confusion, and dispel some of the myths and contradicting messages for our consumers.”