Universal McCann in £2m Hovis promo

by Media Week, Media Week 05-Jun-07

Universal McCann is launching a £2m TV and radio advertising campaign to raise awareness of the Hovis Best of Both range, part of Premier Foods.

The Interpublic agency has partnered with creative agency DDB London to
devise a series of 30 and 10-second TV spot adverts that will run
throughout June.

Running in parallel, a radio campaign will support an on-pack money back

guarantee.

Hovis wants to drive home the taste and health benefits of Best of Both
in the increasingly competitive and commoditised bread sector, account
director Tony Mattson told Media Week.

He added: "People shop the aisle; they tend to buy what's on
promotion.

"We hope the advertising campaign will cement a stronger taste incentive
not to look elsewhere."