12 May 2012
This May, we launched our new Hovis Farmers Loaf with a £3.5 million TV campaign paying tribute to British farmers who grow wheat for Hovis with an epic 90 second TV ad during the final of this Saturday's Britain's Got Talent on ITV1.
This May, we launched our new Hovis Farmers Loaf with a £3.5 million TV campaign paying tribute to British farmers who grow wheat for Hovis with an epic 90 second TV ad during the final of this Saturday&##39;s Britain&##39;s Got Talent on ITV1.
The ad tells the heart-warming tale of a young lad working with his hard working Dad and ultimately winning his respect, and was shot on a Hovis wheat farm in the North West of England. The ad is thoroughly British in every way; paying tribute to all the British farmers who work hard to produce the wheat that goes into our new Hovis British Farmer’s Loaf.
The message that it&##39;s &##39;good to work with British Farmers&##39; resonated equally strongly with the blockbuster finale show which was watched by an estimated 12 million viewers and celebrates the best in British talent. The TV ad was supported with a high-impact four-week campaign in other iconic British TV favourites including Coronation Street.
As well as TV advertising, the campaign includes sponsorship of British Sandwich Week in which Hovis will run the ‘Ultimate British Sandwich&##39; search, fronted by Jodie Kidd, to find Britain&##39;s favourite sandwich. Our CEO Mike Clarke commented: "Britishness is part of our DNA. So when we get a chance to thank our farmers for helping us to help us produce a great new British product like our Hovis Farmers Loaf, of course, we want to shout about it during one of Britain&##39;s most popular shows, celebrating what&##39;s great about Britain!"
16 May 2012
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