12 May 2012

British Farmers Got Talent


Premier Foods, home to some of Britain's most loved brands, will launch its 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.

The ad tells the heart-warming tale of a young lad working with his hard working Dad and ultimately winning his respect. It was shot on a Hovis wheat farm in the North West of England and is thoroughly British in every way.

The TV ad will be 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' search, fronted by Jodie Kidd, to find Britain's favourite sandwich.  

Mike Clarke, Chief Executive Officer, Premier Foods, said:

"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's most popular shows, celebrating what's great about Britain!" 


For further information, please contact:


Brian Hudspith/Tom Eckersley + 44 (0) 207 379 5151

Notes to editors:

  1. Access to the new TV add will be available on Saturday 12 May via
  2. As Britain's largest food producer, Premier Foods is committed to being the 'Best in British Food' - delivering the taste the British love, with food that's made in Britain by people who understand British consumers.  We supply a range of retail, wholesale, foodservice and other customers with some of Britain's best loved brands, including Ambrosia, Batchelors, Bisto, Hovis, Loyd Grossman, Mr. Kipling, Oxo and Sharwood's . The company employs around 12,000 people operating from over 50 sites from Plymouth to Glasgow.

06 May 2012

Bringing the magical world of Ambrosia to the small screen

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Model reveals ‘Uper Crust’ connection to Earl of Sandwich as she launches Hovis ‘Ultimate 'British Sandwich’ search

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