Premier Foods will air a new British-themed TV advert for its Hovis bread brand next month.

The £1m ad campaign, which will run from 10 February until the end of March, will focus on its existing ‘Go on Lad’ concept, featuring a young boy’s journey through recent history and focusing on British life and iconic events, such as the Queen’s Silver Jubilee. It forms part of a wider £10m investment to promote Hovis as a British brand among its major national competitors.

Michael Clarke, chief executive officer at Premier Foods, said: “The awareness and popularity of our Power Brands remain strong, but it’s clear that we haven’t invested enough in marketing compared with our competitors. I’m committed to changing that. The new TV ads are just the start of things to come.”

Premier Foods recently updated Hovis’ bread packaging to feature the Union Jack flag and an eye-catching blue band, highlighting it as the only major national bread brand that uses 100% British wheat and no artificial preservatives.

The company has extended its marketing spend to more than £50m this year to help restore growth, focusing on its eight Power Brands and running TV campaigns for six of them, including Hovis and Mr Kipling. Each advert will carry a Premier Foods signature to illustrate the company’s commitment to invest in its brand portfolio.

Premier Foods will also be running TV ad campaigns for its Sharwood’s and Loyd Grossman brands in the next two weeks.