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Hovis' "Farmer's Race " advert

Client: Hovis

Agency: Dare
Hovis is highlight its commitment to using British wheat it in its latest TV campaign.

The £3.5m ad, which was created by dare, will highlight the 100% use of British wheat in across the Hovis Soft White range and champions the British farmers who go to great lengths to produce quality wheat.

The TV execution – Farmer’s Race – is at the heart of the campaign and stars some genuine Hovis farmers, who grow premium British red wheat exclusively for the brand. It was shot in Macclesfield, Cheshire, which was home to the first Hovis mill.

The ad, which launched on April 9, depicts a cross country battle of endurance with hundreds of farmers racing across the countryside to cross the finish line in a battle of honest, spirited, endeavour.  

The marketing campaign, which also includes outdoor, social media, digital advertising, in-store, a print partnership with The Sun and PR support, follows a recent Union Jack pack re-design across the Soft White range.

Rose Gray, senior brand manager for the Hovis White Portfolio, says, “The advert celebrates the hard work and endeavour of British wheat farmers that grow premium wheat for Hovis, in a humorous and engaging way.”

The media planning and buying is via Starcom.

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