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Production Company
Campaign Repackaging Goodness
Advertiser Rank Hovis McDougall Limited
Brand Hovis
Product Bread
Business Sector Biscuits, Bread, Crispbread
Tagline Soft white bread with all the goodness of brown.
Philosophy This case demonstrates how the re-launch of Hovis resulted in massively increased profits. The re-launch included radical new advertising and packaging based on the core brand value of 'everyday goodness'. They drove demand to such and extent that Hovis was able to increase volume at the same time as increasing price - totally counterintuitive. Hovis was the fastest growing non-alcoholic grocery brand over the last year (+26%). And both the advertising and packaging paid for themselves and more.
Media Type Television
Market United Kingdom
Creative Director
Advertising Manager

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