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Hovis ‘Soft White’

Agency: McCann Erickson London

Client: Hovis (Premier Foods)

Hovis are launching a new outdoor campaign to promote their softest white loaf ever.

Going live on May 19, the campaign comprises of three executions. Each execution heroes the new loaf with a different salad vegetable (tomato, yellow pepper and celery) resting lightly on top.

In each execution the bread dips slightly under the weight of the vegetable, tp visually demonstrate the bread’s softness. The line emphatically states that their new loaf is ‘The softest thing since sliced bread’.

The executions will appear in outdoor media (48 sheet posters, LED screens and 6 sheet posters) as well as on trolley-cards at Sainsbury’s.

The campaign will also be supported by BTL activity including sampling, on-pack promotion and an offer in The Sun for every reader to receive a free loaf.

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