Hovis is rolling out a national campaign for its Seeded and Granary ranges this month, coinciding with new packaging designs.
The activity aims to reinforce the “premium” taste of the ranges through a widespread print advertising and shopper media campaign, as well as a fresh packaging design to champion the “superior ingredients and taste” of Hovis seeded and granary loaves.
Jill McCall, Marketing Manager – Premium, Hovis Ltd, commented: “It is important for us to communicate the quality and goodness of the ingredients that are used within each and every Hovis loaf, such as our USP of ‘no artificial preservatives’. Research has found that consumers increasingly want foods that deliver health benefits for themselves and their family, and foods that are perceived as more natural and less processed are high on their list.”
The new-look packaging highlights recipe improvements and claims regarding ingredients on-pack. The design is intended to create stand out on shelf, and the campaign is supported by a suite of POS for retailers.
As part of the shopper activity, the brand will be running a coupon-on-pack across its Wholemeal loaves promoting 30p off Hovis’ Seeded and Granary loaves during August, encouraging trial for the range.
Hovis has enjoyed the strongest growth performance out of the three major bread brands across the last 52 weeks.
The rrp for both the Hovis Seeded and Granary ranges will remain unchanged at £1.60.
