Hovis is changing its bread packaging and spending £1m on a TV ad campaign. The new packaging will feature the Union Jack flag and an eye-catching blue band.

The overhaul is intended to promote the difference between Hovis and its competitors. “Hovis is the only major national bread brand that uses 100% British wheat and no artificial preservatives,” said Sioned Winfield, Hovis brand controller at Premier Foods. “This is a key differentiator and will make Hovis more competitive versus the other bread brands.”

The TV campaign will run from 10 February to 31 March and will reprise the ‘Go on Lad’ advertisement, featuring a young boy’s journey through time, highlighting quintessential British scenes such as the Queen’s Silver Jubilee.