14 May 2012

British farming charm set to awaken the nation to Hovis' new British Farmer's Loaf

Hovis hit the nation’s screens on 13th May with a new advert to support the recently launched British Farmers Loaf.

Hovis hit the nation’s screens on 13th May with a new advert to support the recently launched British Farmers Loaf. 11.4m viewers tuned into the Britain’s Got Talent final in which Hovis exclusively launched a 90 second edit of the advert which will now remain on air for four weeks in a 40 second format. The creative has already captured the nation’s imagination - trending on twitter at launch - and forms part of a £3.5m support plan to communicate the loaf’s taste and quality credentials, as well as its inherently British nature.

The TV creative depicts a heart-warming relationship between a farming father and son, highlighting the hard work that goes into a farmer’s daily routine, as the young boy overcomes the daily challenges his father faces.  The ‘Farmer’s Lad’ earns his father’s respect through determination to make him proud, enforcing the hard work and endeavour that goes into every Hovis 100% British Farmers Loaf.

Matthew Hunt, Brand Director of Hovis comments, “Our new advert heroes our Hovis farmers and the hard work and achievement that goes into making our loaves from 100% British wheat.  We want to make sure consumers know that the new Hovis British Farmers Loaf offers both a premium quality and a home-baked feel, desirable qualities which are set to drive strong sales for the category.”

Hovis launched the British Farmers’ Loaf in April.  Made from Britain’s best wheat the new loaves are baked in embossed Hovis tins, with a traditional overhang and flour dusted crust to deliver more bite and flavour, appealing to consumer demand for tradition and nostalgia.

As well as TV, the new loaf is being supported by a heavy weight, integrated programme that focuses on maximising awareness and driving trial during the British Summer. The campaign includes Hovis sponsoring British Sandwich Week, from the 14th May 2012, which is this year celebrating the 250th Anniversary of the Sandwich.  Hovis will be running the ‘Ultimate British Sandwich’ search to find the nation’s favourite sandwich, fronted by model, presenter and country girl, Jodie Kidd. 

The support plan also includes impactful press ads echoing the TV creative and an outdoor campaign in Hovis Farmers’ fields. A substantial in-store launch campaign, including promotions and sampling is also designed to drive sales at the point of purchase. A second burst of TV will run for four weeks from August.


Hovis British Farmers Loaf has an MRRP of £1.40 and is available in two 800g loaves;
- White
- Wholemeal

For more information, please contact Carrie Pitt or Chloe Jones at Cirkle on 01494 680727 or at [email protected]

Notes to Editors

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, Batchelor’s, 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.

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