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This case study explains how Hovis, the UK baker, used implicit response testing to understand what drives purchase intent in a low-involvement category.

Case Study

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.


The marketing strategies of soft drinks, food and snack brands proved of particular interest to Warc's users in Asia during the last 12 months.


Earlier this month, the ad world enjoyed one of its biggest nights of the year as the 2010 IPA Effectiveness Awards were announced in London .

Case Study

This paper deals with the revival of one of Britain’s oldest brands, which was achieved with a two-minute TV commercial that referenced an iconic ad.


LONDON: PepsiCo, Birds Eye and Hovis are among the UK food and beverage firms seeking to further develop their marketing strategies as they try to drive growth in the recession.


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.

Case Study

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

Case Study

In 2001, Hovis, owned by British Bakeries, was enjoying rising sales while the market as a whole was declining 4% a year.

Case Study

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.

Case Study

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.