Beloved British breadmakers Hovis were planning to launch their new 'Bakers since 1886' range of artisanal loaves and rolls across the country. With a new, more premium product line-up, the brand wanted a nationwide TV and shopper campaign that would suitably showcase its tasty new offering.

We were keen to communicate the relatable, irresistible pull of simple bready pleasure. Drawing parallels between the baking and consumption moments, we concluded that Hovis bakers enjoy making this quality bread as much as Hovis consumers enjoy eating it.

Built on the sentiment of the 'Bakers since 1886' range being too good to share, we enlisted the help of loveable TV chef & Hovis ambassador Tom Kerridge to help us play out our tasty tale. Following a happy Hovis breakmaker artfully going about her daily work, before cutting to Tom in his kitchen, enjoying a large indulgent bite of his Hovis 1886 sandwich. Each ad ended with a cheeky Tom attempting to keep his masterpiece to himself. Disruptive shopper comms offered support in store, while social & PR activity further amplified the campaign & Tom's ongoing partnership.