Hovis has unveiled a new £4m marketing campaign featuring a reboot of its ‘Strength Baked In’ TV advert.
The bread brand, which is now part of the newly formed Hovis Bakeries following the completion of its acquisition by Kingsmill owner Associated British Foods (ABF) in July, briefly aired the ad online last year.
Rolling out from 1 September and running through to November, the ‘Strength Baked In’ creative is set reach 79% of main household shoppers nationwide through a multi-channel media campaign across TV, video on demand, YouTube, out of home, radio, and social media. This will also be supported by consumer PR and retail media.
Hovis said the 30-second ad, produced by VCCP, is aimed at reaffirming its core message that it has been providing strength to the nation since 1886. It noted its bread is a source of protein – Soft White sliced loaf contains 8.7g of protein per 100g, for example – and that this contributes to the maintenance of muscle mass if eaten as part of a healthy lifestyle and balanced diet.
The bakery firm described the video storyline as tracing a cinematic path through Hovis ‘ghost signs’ (vintage adverts painted on buildings across the UK) alongside the simple acts of everyday strength that play out around them. “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,” commented Mark Brown, chief marketing officer at Hovis Bakeries.
In addition to the ad, the autumn campaign will feature bespoke wall murals in city centres said to be ‘rooted in the brand’s heritage while showing it through a modern lens’. The number and locations of these murals are currently being finalised.
As well as Hovis and Kingsmill, Hovis Bakeries is currently also making ABF subsidiary Allied Bakeries’ other existing bread brands including Allinson’s, Mothers Pride, Sunblest, and Orno, along with own-label products for retailers.
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