JKR

A brand in serious trouble

Hovis is a great British brand, once purchased by three-quarters of households, yet from 2006 had found itself in a steepening decline.

Previous owners had trimmed marketing efforts and allowed product quality to deteriorate, just as consumers were discovering northern rival Warburtons. Market share was plummeting, and a spiral of distribution losses seemed a real possibility.

"Reflect who we really are"

Restore consumers’ waning belief in the ‘inherent goodness’ of Hovis.

Move away from a mass-manufactured image and re-establish Hovis as ‘naturally healthy, tasty bread from a real baker.’

Deliver fresh, powerful designs to shelf within six months.