Hovis: Re-establishing an iconic brand
SNAPSHOT
A powerful and consistent marketing campaign brought a languishing brand back to life.
KEY INSIGHTS
Mounting a well-coordinated, carefully integrated and comprehensive marketing campaign which included product improvement and new packaging quickly transformed the Hovis brand from an also-ran to a share-grabbing star.
By refreshing the brand's powerful advertising legacy and using an innovative assortment of media channels, the campaign became the most talked-about of the year while also generating huge amounts of additional media coverage.
Significantly improved consumer perceptions translated into rising sales, share and a healthy return.
SUMMARY
Hovis is a great...