Hovis is coming to Glasgow as part of a nationwide sampling campaign to encourage trial and create awareness for its wholemeal loaves. The campaign touches down in the city’s Argyle Street from June 22–25.
Using a mobile bakery, Hovis will serve its signature wholemeal bread – warm with butter and jam – whilst also giving shoppers the opportunity to mill their own flour using a bespoke milling bike – a nod to the brand’s history and the famous ‘Boy on the Bike’ ad.
As well as the milling experience, shoppers will be given loaves of Hovis Wholemeal, coupons for their next purchase and will have the chance to win a traditional Hovis baking tin. There will also be expert bakers on hand, giving demonstrations on how to make the perfect wholemeal loaf at home.
Ed Milner, Market Strategy and Planning Director for Hovis, commented: “Our sampling campaign will put the wholemeal segment firmly in the spotlight. At Hovis we have a long-standing heritage in baking great breads with added benefits, so it is important that we make the loaves unmissable and get them into the hands of the nation to enjoy.”
The experiential activity is running for seven weeks. Besides Glasgow, the mobile bakery will visit Cardiff, London, Birmingham, Leeds, Manchester and Stratford.
