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.
Recognising the community spirit of the Great British Publican
Futureproof was tasked by Enterprise – the UK’s largest leased and tenanted pub company – with creating, developing and delivering an initiative to recognise the great work their Publicans undertake within local communities.
There was a need to drive positive PR, Publican engagement and industry recognition following a series of pub closures and the ongoing decline of the pub trade.
We launched ‘The Community Hero Awards’ to recognise Publicans who make a real difference to the communities they serve. A dedicated website was created that allows Publicans to use their Enterprise login details to gain access and enter the awards.
The campaign has been supported through PR, eRM’s, internal engagement of Enterprise employees and a YouTube video that gives a complete overview of the awards.
Launched in 2012, the inaugural awards ceremony saw 18 regional winners being given £5000 to spend on a community initiative of their choice, with one national winner being awarded a further £5,000 to invest.