The Halloween-themed ad campaign promotes its recently relaunched Hovis Seven Seeds loaf.
The creative features the Halloween pumpkin which is in the process of having its seeds removed – something the pumpkin it is not very happy about.
As the Hovis Seven Seeds loaf is baked using pumpkin seeds, the ad features the line, "One of the Seven Seeds". The aim of the creative is to reinforce the healthy addition and delicious taste and texture of the Seven Seeds loaf.
The campaign launched this week and will run throughout the UK. The 'Pumpkin' activity is the first creative work produced by JWT London for Hovis since it won the advertising account for the brand earlier this year.
JWT is also responsible for Premier Foods sister brands, Mr Kipling and OXO.