HOVIS® GOES THE ‘WHOLE-MEAL’ WITH NEW EXPERIENTIAL CAMPAIGN

Hovis® is launching a nationwide sampling campaign this May, encouraging trial and creating awareness for Hovis® Wholemeal loaves. Hovis® will be offering consumers the chance to enjoy the Nation’s favourite wholemeal bread[1], as well as giving them the opportunity to win prizes.

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Featuring a mobile bakery, Hovis® will be serving its signature wholemeal bread – warm with butter and jam – whilst also offering shoppers the opportunity to mill their own flour using a bespoke milling bike – a nod to Hovis’ history and the famous ‘Boy on the Bike’ ad. As well as enjoying the milling experience, shoppers may be given loaves of Hovis® Wholemeal, coupons for their next purchase and will have the chance to win a traditional Hovis® baking tin. There will also be expert bakers at each location giving baking demonstrations on how to make the perfect wholemeal loaf at home.

 

IMG_7939Ed Milner, Market Strategy and Planning Director, comments: “As the nation’s favourite wholemeal bread[2], the sector has always been at the heart of the Hovis® brand. Our sampling campaign will put the wholemeal segment firmly in the spotlight. At Hovis® we have a long-standing heritage in baking great breads with added benefits*2, so it is important that we make the loaves unmissable and get them into the hands of the nation to enjoy.”

 

The experiential activity will be running across May and June for seven weeks, visiting seven UK city centre locations including; Cardiff, London, Birmingham, Leeds, Manchester, Stratford and Glasgow.

 

[1] Nielsen Scantrack Epos, Total Coverage/GB, Units Sales, 52 wks to 22nd April 2017, analysis across all wholemeal variants available in PrePacked bread category. Hovis Wholemeal 800gr loaf (thick and medium sliced)

[2] Nielsen Scantrack Epos, Total Coverage/GB, Units Sales, 52 wks to 22nd April 2017, analysis across all wholemeal variants available in PrePacked bread category. Hovis Wholemeal 800gr loaf (thick and medium sliced)

Author: kimbarnard

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