Hovis adapted a creative legacy to achieve a rapid share turnaround

Andy Nairn

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 adapted a creative legacy to achieve a rapid share turnaround

Andy Nairn

Marketing textbooks rightly emphasise that advertising is a long-term investment. But, in these difficult economic times, when clients are increasingly looking for immediate success, it's important to recognise that communications can have very powerful short-term effects too. This case study charts the remarkable turnaround experienced by British bread brand Hovis over the past 12 months, and relates how a famous advertising campaign was at the heart of this success story.

BRAND HISTORY AND BACKGROUND

Hovis is Britain's most famous bread brand. Founded 122 years ago, it had...

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