Relaunching the white loaf from the brown bread company

Mo Fisher

Relaunch of Hovis White, 1994. Originally launched in 1991 to compete with Kingsmill and premium own label, it suffered when in 1993 the white market 'went into turmoil' after heavy promotions of `value' brands, and Hovis White was not well enough established to cope; sales fell steadily 1993-4.
Agency: DMB&BAuthor: Mo Fisher

Relaunching the white loaf from the brown bread company

A SHORT HISTORY OF HOVIS

Hovis began life in 1886, as 'Smiths Patent Germ Bread'. Perhaps not surprisingly this was soon changed to Hovis from the Latin 'hominis vis': strength of man.

The original Hovis was a wheatgerm bread. Advertising played a strong role in the growth of the brand and many famous campaigns have been associated with Hovis over the years. In 1916 'Don't say brown, say Hovis' first appeared; in 1936 'Have you had your Hovis today' was born, followed by...

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