Hovis - Repackaging goodness

In 2001, Hovis, owned by British Bakeries, was enjoying rising sales while the market as a whole was declining 4% a year.
Agency: BMP DDBAuthors: Andrew Deykin and Vicki Holgate

 silver award

Hovis

Repackaging Goodness

Introduction

This case study is important for three reasons:

  1. Instinctively we tend to view volume increases as an indicator of business success. This case study shows, however, that this may not always be such a good measure. We demonstrate how communication tackled the problem of declining brand equity, thereby supporting an increase in price which made brand growth much more profitable.
  2. For the first time in an IPA paper, this case study evaluates the role and effect of packaging as a communication channel...

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