or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Design Effectiveness Awards
Date: newest first
Date: oldest first
Hovis: Packaging redesign
Design Business Association, Silver, Design Effectiveness Awards, 2011
In mid-2008, having lost its leadership position to Warburtons, Hovis was in serious trouble. The time had come for a major packaging overhaul to halt the decline in sales and market share.
In mid-2008, having lost its leadership position to Warburtons, Hovis was in serious trouble. The time had come for a major packaging overhaul to halt the decline in sales and market share. Jones Knowles Ritchie came up with a package design that left half of the product bags clear, enabling the quality to show through. They also utilised a traditional Hovis logotype to draw upon the rich visual equity of the brand. Bright colours were employed to catch the eye and facilitate habitual selection, while a retro-progressive look was created to imply authority in an aisle of frenzy. By the end of the year, Hovis sales went up 14%, with a 5% recovery in market share.
Hovis - As good today as it's ever been
Andy Nairn, Institute of Practitioners in Advertising, Grand Prix, Gold, Effectiveness Company of the Year, IPA Effectiveness Awards 2010
This paper deals with the revival of one of Britain’s oldest brands. Hovis had been in trouble since 2006, falling far behind regional upstart Warburton’s.
This paper deals with the revival of one of Britain’s oldest brands. Hovis had been in trouble since 2006, falling far behind regional upstart Warburton’s. The ‘As Good Today As It’s Ever Been’ campaign leveraged history to prove enduring modern relevance for the brand. Communications included an 122 second TV commercial and a PR onslaught, as well as a host of product-specific communications, which together resulted in the campaign being voted the nation’s ‘Campaign of the Decade’. Sales grew by 14% year-on-year, and the share gap with Warburton’s, which had been projected to reach 20 percentage points, narrowed to only six percentage points. Up to £90m incremental profits were generated, representing a payback of c.£5 to 1.
Hovis adapted a creative legacy to achieve a rapid share turnaround
Andy Nairn, Admap, November 2009, pp. 20-22
Hovis is Britain’s most famous bread brand, but in 2008 it was losing share and perceptions of it as healthy and natural had waned.
Hovis is Britain’s most famous bread brand, but in 2008 it was losing share and perceptions of it as healthy and natural had waned. Ad agency MCBD opted to capitalise on the legacy of the famed 1970s ad featuring a baker’s boy of yesteryear. A new ad was created, ‘Go on lad’, in which the boy carries a Hovis loaf through key events of the 20th century, to arrive home safely in the present day. Media was focused on TV, particularly in ITV1 soap Coronation Street. Consumer perceptions improved markedly and a projected share of 17% of the bread market within 12 months was transformed into an actual share of over 26%.
Hovis: Re-establishing an iconic brand
Marketing Society UK, Awards for Excellence, 2009
Hovis is a great British brand, owned by Premier Foods. Founded 122 years ago, it was a household name for generations.
Hovis is a great British brand, owned by Premier Foods. Founded 122 years ago, it was a household name for generations. However, since 2006, Hovis had found itself in serious trouble. Over time product quality had gradually been ignored. Advertising spend had been cut and the packaging had become somewhat tired. By the end of 2007, Hovis' share was plummeting, exacerbated by the runaway success of rival Warburtons. lf the brands continued to diverge at this rate, then there would be a 20% point share gap behind Warburtons by the end of 2008, equivalent to £360 million sales per annum. A new marketing team arrived and began to develop a coherent marketing strategy, including rethinking the communications and new product development. It had a significant impact on performance by the end of December 2008. A year later, perceptions of the brand had risen dramatically, boosting sales and clawing back market share from its rivals.
Hovis - Repackaging goodness
Andrew Deykin and Vicki Holgate, Institute of Practitioners in Advertising, Silver Award, IPA Effectiveness Awards, 2002
In 2001, Hovis, owned by British Bakeries, was enjoying rising sales while the market as a whole was declining 4% a year.
In 2001, Hovis, owned by British Bakeries, was enjoying rising sales while the market as a whole was declining 4% a year. But profits were in decline, because retailers were forcing down prices. Hovis needed to increase demand, take on rival Kingsmill and up date the brand image. New advertising and packaging resulted in a 32% rise in profits – a return on investment of 67%, and Hovis became the fastest growing, non-alcoholic grocery brand at +26%.
Relaunching the white loaf from the brown bread company
Mo Fisher, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1996
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.
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. Research suggested Hovis had failed to break the link with brown bread (80% aware of ads believed them to be for Hovis Brown). Relaunch campaign had to establish Hovis premium values in relation to a white bread. Two commercials after successful pre-testing went on air August 1994. Sales began to climb immediately. Hovis took share of premium white sector at expense of own label (AGB), and largely built the sector by 50%, increasing its own share from 1.9% to 4.9% of the total white market. Campaign achieved 10% `cut-through' (BJM), with 86% correct attribution. Estimated: substantial incremental contribution since the relaunch. Factors discounted: distribution, packaging, product (all negligible changes); price promotions important in market, but generally Hovis price higher than Kingsmill.
The White Stuff: How Advertising Helped Stretch Hovis Without Breaking it
Anthony Tasgal, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1992
How Hovis in 1991 took the brand into the premium white bread market, building on a brand equity developed on the notion of brown, health and heritage.
How Hovis in 1991 took the brand into the premium white bread market, building on a brand equity developed on the notion of brown, health and heritage. History of the market and rationale for this development described. TV campaign strategy described. 487 national TVRs, London upweighted, Anglia excluded (no distribution). Strong competition from Kingsmill and Warburtons. Immediate sales results in a flat market, taking business form Kingsmill. Price unlikely to be a factor. Circumstantial evidence of the contribution of the advertising: high awareness and building of a new `white' image without compromising the `brown' image (Millward Brown, qualitative research); positioning complementary to Hovis Brown (Taylor Nelson Food Panel). Commercial contribution of the advertising is discussed.
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc