British Bakeries is celebrating the 120th anniversary of its Hovis brand with limited edition packaging introduced as part of a £1m advertising campaign.

The packaging features the ‘boy on the bike’ delivery boy image from a 1973 Hovis commercial directed by Ridley Scott. It will be used on Hovis Original Wheatgerm loaves, available in 800g (RSP 97p) or 400g (RSP 45p).

The birthday campaign will also include the return of the ‘boy on the bike’ television advert and new radio advertising to drive sales of the Hovis Brown bread portfolio.

The advert will be re-aired for 10 days from May 10 and will highlight the limited edition packaging.

Hovis came into being in 1886 when Richard ‘Stoney’ Smith, a third-generation miller from Staffordshire, created a wheatgerm flour. British Bakeries is part of RHM.