British Bakeries this week said it wanted to build its Hovis brand’s leadership of the ’half and half’ bread sector, as a new £2m marketing and advertising campaign gets under way.

A superhero called Bob, representing Hovis’ Best of Both brand, is visiting supermarkets around the country as part of a four-week sampling campaign. This ties in with TV and radio adverts, themed around a child who is a fussy eater, on TV this month.

Hovis Best of Both brand manager Claire Low claimed the brand now has a 78% share of the half and half sector and is seeking to maintain and grow those sales.

She told British Baker: "We want to spread the message, continue to be the market leader and increase our market share. This new campaign brings a fun element to the brand and is really engaging. We are so excited about it."

Additional space for off-shelf displays has been generated as a result of the activity, according to British Bakeries.