Hovis goes back up North for new ad with old strapline

Hovis has appointed a new roster of agencies spanning creative, media, PR and social as the brand plots its return to TV screens as part of a freshly-baked ad campaign launching in the next few days.

The £2m blitz will include activity across TV, radio, PR, social and influencers and will reprise the “As Good Today as it’s Always Been” strapline.

And it appears the brand is also returning to its Northern roots by drafting in Salford born Christopher Ecclestone, the celebrated British actor and Emmy Award winner and former Doctor Who, to voice the campaign, and push its message that Hovis has a place at the heart of every home.

VCCP has become the lead creative agency, while Medialab will be responsible for media strategy, planning and buying across channels and Clarion Communications is the retained PR agency across consumer, trade and corporate communications. Wearefreak is the lead for digital – encompassing website, SEO and social media.

While the new campaign has yet to air, Hovis’ best known ad is the classic back “Boy on the bike”, shot by Ridley Scott in 1973 with a Northern actor doing the voiceover, and “set” in the cobbled streets of a Northern town which just so happened to in Shaftesbury, North Dorset.

The film was released again in 2019 with a remastered version, but Hovis’ most recent TV ad aired in 2021 with “The best thing since… 1886” starring Tom Kerridge and made by agency Initials CX. The brand was acquired from Premier Foods by private equity firm Endless LLP in 2020.

Hovis brand communications lead Adrian Mooney commented: “This campaign provides a timely reminder to celebrate the treasured and reassuring role that Hovis plays in many millions of people’s lives.

“The ad and content highlight the everyday rituals of preparing, making, eating and sharing our well-loved products – and their creation of emotional connections and experiences which we sometimes take for granted.

“It’s an exciting moment for the brand, and we are delighted to be in partnership with our fantastic new group of agencies to create further great work in the coming years.”

VCCP chief executive Cliff Hall said: “We’re thrilled to be partnering with a brand like Hovis, which is full of heritage and rich history and we look forward to working together to create a compelling campaign.”

Meanwhile, Medialab executive director Steve Parker added: “To be working with Hovis, a brand with such strong values and presence is something that we are immensely proud of. This new partnership further fuels our significant agency growth and continues to broaden our FMCG brand portfolio.”