Hovis has announced its biggest-ever social media campaign to get consumers talking about bread.

Promotional packaging will encourage shoppers to visit the Hovis Wholemeal Facebook page, where they can launch an app that features breakfast ideas, and promises to reward those who meet their goals. When consumers sign up, they are entered into a daily prize draw with the chance to win a £1,000 shopping spree.

It is part of a £3m TV advertising push for Hovis Wholemeal throughout January, fronted by Olympic cyclist Victoria Pendleton. Using the strapline ‘Stop me Snacking’, this aims to encourage more women to eat Hovis Wholemeal for breakfast.

Meanwhile, Caroline Jary, who has replaced Jon Goldstone as head of marketing for Hovis following Goldstone’s promotion within Premier Foods, confirmed that the brand’s dispute with Tesco had been resolved. The multiple delisted approximately 11 Hovis breads in October, including Seed Sensations, Granary and Hearty Oat breads, after it refused to accept a price increase, but these are now back on-shelf.