A fresh approach to a classic brand
Hovis conducted a report into sales of their Hovis Homebake product and found that of the 40% of UK households which purchased part-baked bread, they did so only six times a year.
Recognising the need to raise brand awareness, Hovis gave Futureproof a brief to drive trial of the product and increase the frequency of consumers buying Hovis Homebake. The focus was to portray the brand as delicious, premium and unique; benefitting from a long shelf life whilst having the same great taste as freshly baked bread.
Futureproof launched ‘Bread, But Better’, a press campaign focussed on highlighting the benefits of Hovis Homebake over normal bread – a more indulgent, tastier bread, with all the wholesome goodness of Hovis but now even better.
We developed two adverts, ‘Shall I carve?’ and ‘More than just a bit on the side’ for the Hovis Homebake range of bloomers and rolls. The adverts feature Hovis Homebake as the main meal with traditional dinner food relegated to a side plate, emphasising the strength of the bread as a dish in its own right.
The adverts will feature in Tesco Magazine, which was listed as the second largest distribution magazine in the UK last year.