Hovis launches New "Strength Baked In" Campaign

Hovis launches New "Strength Baked In" Campaign

Iconic British bread brand Hovis has announced the launch of its new brand campaign, ‘Strength Baked In’, the brand’s first original Masterbrand campaign since 2008.The digital-first multi-faceted campaign aims to reinforce Hovis as a British icon and an irreplaceable staple in every home.

Launched on the 21st May and running across digital, social, PR, retail and other channels, ‘Strength Baked In’ celebrates the powerful role that the brand has played for almost 140 years and its relevance for today's consumers.

At the centre of the campaign is a 30 second ad, produced by VCCP which reinforces the campaign's core message that Hovis has been providing strength¹ to the nation since 1886.

The creative traces a cinematic path through Hovis‘ ghost signs’ (vintage advertisements painted on buildings across the UK) alongside the simple acts of everyday strength and resilience that play out around them as a central element of the creative. Ending with an emotional display of inner strength, the campaign serves as a visual reminder of Hovis's long-standing presence and connection to local communities.

Mark Brown, Chief Marketing Officer at Hovis comments: ‘The launch of the new campaign' Strength Baked In' is an exciting moment for the brand. This campaign is about celebrating our heritage, our communities, and that internal enduring strength that’s in all of us. ‘The ghost signs that are used within the campaign have been part of people’s lives for centuries and if these walls could talk, they would be able to tell some great stories of what they have witnessed over the years, which has inspired this campaign. We believe that Hovis is more than just bread; it's a symbol of resilience and a reminder of the values that bind us together.’

Launching first on YouTube and rolling out across other channels, Hovis has also invested heavily in retail media across Morrisons, Tesco and Waitrose to support the launch. In addition, updated branding will feature across Hovis owned channels including on packaging, its fleet of vehicles and will be supported by social and influencer content and PR.

¹Hovis bread is a source of protein that contributes to the maintenance of muscle mass if eaten as part of a healthy lifestyle and balanced diet.