Hovis appoints Mother to ad account

Hovis has appointed Mother London to its creative account after a competitive pitch.

Hovis: 2008 'go on lad' campaign
Hovis: 2008 'go on lad' campaign

Mother replaces JWT on the account and is tasked with reinvigorating the Hovis brand.

JWT has worked for the brand since 2012 after winning the business following a consolidation of Premier Foods’ account out of Dare and 101.

The review followed a raft of changes at Hovis. Premier Foods sold a majority stake in the business to The Gores Group and formed a joint venture with the private equity group.

Hovis then announced a £200 million, five-year investment programme to improve its sales, and appointed Philip Gladman – Diageo’s former marketing chief – and his team as consultants on the programme.

Gladman said: "Hovis is a Great British institution and our ambition is to drive growth and help Hovis reclaim its iconic status.

"Mother’s enthusiasm and passion throughout the process was contagious and we’re delighted to begin working with them."

Chris Gallery, Mother’s joint head of strategy, said: "We’re resisting the urge to say 'this is the best thing since sliced bread'."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Maltesers unveils Braille billboard in next phase of disability campaign
Shares0
Share

1 Maltesers unveils Braille billboard in next phase of disability campaign

Maltesers has launched a billboard in London written entirely in Braille as it continues its efforts to better represent disability in advertising.

Just published

More