Hovis: Re-establishing an iconic brand

Hovis is a great British brand, owned by Premier Foods. Founded 122 years ago, it was a household name for generations.

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...

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Insights Team
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