Hovis - Repackaging goodness

Andrew Deykin and Vicki Holgate

In 2001, Hovis, owned by British Bakeries, was enjoying rising sales while the market as a whole was declining 4% a year.
Agency: BMP DDBAuthors: Andrew Deykin and Vicki Holgate

 silver award

Hovis

Repackaging Goodness

Introduction

This case study is important for three reasons:

  1. Instinctively we tend to view volume increases as an indicator of business success. This case study...
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