Hovis is the number one brand in the premium section of the bread category as a result of the continued success of its Hovis Granary and Hovis Seeds Sensations performance. As brand leader, it is equated with attributes of tasty, nutritious, and high quality.
With high consumer engagement in the ‘Bread with Bits’ category, Hovis identified a new opportunity: to create a premium tier of the category that elevates bread from simply being a carrier of flavours and filling. In a new to market innovation, Hovis have created ‘Taste Sensations’, a range of bread imbued with added taste and flavour to enhance sandwiches, or as an accompaniment to a meal. The three varieties in this new range are sun-dried tomato, basil pesto, and fiery sweet red pepper.
Having worked with Futureproof before, Hovis asked us to develop engaging campaign ideas to launch their Taste Sensations sub-brand and drive front-of-mind awareness. Thinking about the experimental foodie audience that wanted to give their masterpiece sandwiches the ingredients they deserve, we created ‘loaf changing’ – a simple and elegant campaign heroing the flavoursome breads as a whole new world of flavour.
Futureproof also worked with a chef from a Michelin starred restaurant to create ‘signature serves’ for the three flavours to provide inspiration to the consumer, such as goats cheese, preserved lemons, and bitter salad leaves on fiery sweet red pepper bread, and roast beef, whole grain mustard mayo, and rocket on sun-dried tomato bread.
We directed a photo shoot to show the bread in all its glory and prepared lead creative as well as launching adverts in The Observer Food Monthly and point of sale in Sainsbury’s. Now in store, we are awaiting results from this exciting campaign.