The Publication For The Grocery Trade

Hovis Best of Both launch national £2 million campaign

Wednesday 23rd May saw the launch of a £2m national campaign for Hovis Best of Both, the market leader (78.3% market share) in the Half and Half sector and now worth £103m. Best of Both has enjoyed phenomenal success since its launch in 2001 and is now reinvesting in the sector, which is worth £132m, with a campaign comprising national TV and radio advertising, in-store promotions, door drops and PR. Recent taste tests* have shown that more people prefer the taste of Hovis Best of Both to the leading brand of white bread. Hovis is so confident that people will love the taste of Best of Both that from now until the end of June, they are launching in-store promotional packs offering consumers their money back if they don't enjoy it. The national sampling campaign will feature superhero BOB flying into supermarket car parks across the country, complete with his 'marvelesque' style squad, in a bid to encourage super mums to feed their kids bread that is tasty but good for them too. Best of Both is delicious white bread with all the wheatgerm goodness of wholemeal bread. Wheatgerm is the very heart of the wheat and is packed with nutrients including vitamins E, B1, B6 and Riboflavin. Being the only major bread brand with no artificial preservatives or flavourings, Hovis Best of Both is the ideal choice for both children and families. Jane Walker, Group Brand Manger from Hovis, says: "We understand the daily challenge that parents face providing their fussy children with food that is both tasty and good for them. Our recent taste credentials, and the fact that more people prefer the taste of Hovis Best of Both to the leading brand of white bread, make that challenge even easier. We are so confident in our product that we are offering a money back guarantee promotion." Hovis Best of Both comes in standard 800g and is available in medium, thick and extra thick from all major retailers. Promotion packs are available from now. *Source:MMR Research Worldwide, February 2007, blind taste test on 200 white bread buyers British Bakeries Tel: 0870 728 8888