Hovis picks Pablo to lead brand's return to above-the-line advertising

Hovis, the 130-year-old bread brand, has appointed Pablo as its lead creative ad agency as it looks to take its marketing back to above-the-line advertising with a new campaign later this year.

Hovis: last major TV spot was 2015's 'Good inside' ad created by Mother
Hovis: last major TV spot was 2015's 'Good inside' ad created by Mother

Pablo won the business at the end of last year following a competitive pitch managed by Oystercatchers in which BMB and Iris were also in the running.

Mother had held the advertising account since 2014 but did not repitch. It was hired shortly after Premier Foods sold a majority stake in the business to private equity company The Gores Group.

Hovis has tasked Pablo with creating a new above-the-line campaign, slated to run in the first half of this year, after the brand had focused on experiential and shopper marketing over the past two years.

The last major TV campaign for the brand was "Good inside", created by Mother in 2015. The ad revamped Hovis' famous "boy on a bike" spot from 1973, which was created by Collett Dickenson Pearce and directed by Sir Ridley Scott.

Pablo’s remit is to develop a new brand purpose and platform that will help Hovis to realise its ambition of toppling Warburtons as the UK’s first choice bread brand by driving loyalty through product quality and brand love.

Chad Leembruggen, commercial director at Hovis, said: "The Hovis brand is incredibly powerful and rich with heritage, so it’s important for us to build on this, but do so in a way that is relevant for our consumers today.

"We selected Pablo to help us achieve this and have been impressed by the energy and passion they have for our brand and that they clearly understand our consumer and how to connect with them." 

Leembruggen took on marketing responsibilities from Hovis’ former marketing director Sharon Barraclough in November 2016, having previously been sales director. Barraclough joined PepsiCo in July last year as marketing director of its snacks business in the UK.

After suffering years of decine, sales of sliced bread are rising for the first time in three years, according to Nielsen data reported by The Telegraph last week. Hovis is the UK’s fastest-growing bread brand, the data showed, with sales by value increasing by 10.5% year on year.

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