Hovis - As good today as it's ever been

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.

Hovis – As good today as it's ever been

Andy Nairn – MCBD


This paper is a worthy winner of the Grand Prix. It really stood out as an exemplary case among both sets of judges. This paper deals with the revival of one of Britain's oldest brands, and shows how great advertising turned it into one of Britain's fastest growing brands. Hovis had been in trouble since 2006, falling far behind regional upstart Warburtons. The ‘As good today as it's ever been’ campaign leveraged history to prove enduring modern relevance for the brand. In fact the judges...

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