Hovis launches Soft White with outdoor drive

by Nikki Sandison Brand Republic 16-May-08, 11:30

LONDON - McCann Erickson London has created an outdoor campaign to demonstrate the softness of Hovis' new Soft White bread.

The campaign, which breaks on May 19, comprises three executions to launch Hovis' new Soft White bread.

Each ad shows the loaf with a different vegetable resting lightly on top, including a tomato, a yellow pepper and a stick of celery.

The bread dips slightly under the weight of each vegetable to visually demonstrate the bread's softness. The ads carry the strapline "The softest thing since sliced bread".

Hovis claims to have tested more than 400 recipes to create its "softest white loaf ever".

The executions will appear outdoors on 48 sheet posters, LED screens, six-sheet posters, and on trolley-cards at Sainsbury's.

The campaign will also be supported by below-the-line activity including sampling, on-pack promotion and an offer in The Sun for every reader to receive a free loaf.

McCann Erickson retained its place on Premier Foods' £26m roster in November last year. It was already the incumbent on the Sharwoods, Bisto, Mr Kipling and Cadbury Cakes brands but was also handed Hovis and Quorn.

The new Hovis campaign marks the first work from McCann Erickson since gaining a place on Premier Foods' roster. It comes ahead of a major brand repositioning later this year.

Comments

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