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Kids’ Naughty & Nice Sides Shown for Hovis



JWT London delivers three prints for brand’s ‘Best of Both’ product

Kids’ Naughty & Nice Sides Shown for Hovis

Leading bread brand, Hovis, is launching an outdoor campaign for two weeks, from 9th September, to support its Best of Both product range during the Back to School season.

There are three versions of the creative from JWT London featuring children - a School Boy, a Ballerina and an Outdoor-Loving Girl – showing both the children’s naughty and nice sides while eating Best of Both, the only branded half and half loaf to use no artificial preservatives.  The creative shows how Hovis, with its Best of Both loaf, helps mums who want the best of both worlds – kids who will eat and enjoy something that is also good for them. Additionally it reflects the half and half nature of the improved product, with white and wholemeal flour.

The creative is accompanied the strapline “Now tastes even better” reflecting the new loaf formulation and the wheatgerm goodness in the loaves.


Matt Hunt, Brand Director at Hovis, said: “The Best of Both range, with its no artificial preservatives and added wheatgerm goodness, will be the focus of this OOH campaign.  This also ties in with the Back to School season – the perfect opportunity to showcase our products to mums when it comes to getting kids to eat and enjoy something that’s a little bit healthier.”

The 6-sheet POS posters will appear nationwide.

In addition, Hovis has revitalised its packaging designs across its entire range of products in all stockists.  The new range will be more visually appealing to consumers with:

- Clearer packaging wraps ensuring greater transparency for a fresh, natural feel
- Improved health and quality cues on-pack
- A reinforced loaf-shaped logo
- Emphasis of Hovis’s natural positioning and no artificial preservatives commitment


Project name: Hovis BOB posters: New formulation brief

Client and Job Title: Premier Foods, Mr. Kipling.

Creative agency:  JWT London

Executive Creative Director:  Russell Ramsey

Creative Director: Russell Ramsey

Creatives: Claudia Southgate and Verity Fenner 

Art Buyer:  Sue Clifford

Planner (creative agency):  Lola Finney

Account Director: Adrian Ash

Media agency: Starcom

Media planner: Ben Dalton

Photographer/Illustrator: Kelvin Murray (photographer), Alison Carmichael (illustrator)

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Genres: Tabletop

Categories: Food, Bakery, Wed, 18 Sep 2013 09:56:43 GMT