Rank Hovis News

22/05/2006
Hovis Celebrates 120 Year Birthday

Hovis, Britain's number one bread brand, will celebrate 120 years of goodness this May, with a £1million worth of activities including the return of the famous 'Boy on the Bike' television advert, a heavyweight PR campaign and new radio advertising to drive sales of Hovis Wheatgerm.

The classic television advert will be re-aired for ten days from 10th May 2006, featuring the new Hovis Wheatgerm Limited Edition packaging. Originally aired in 1973, the advert went on to win the hearts of the nation, as well as five prestigious awards and a much prized spot on Channel 4's recent 'Best TV Commercials of All Time'.

It is 120 years since Richard 'Stoney' Smith, a third-generation miller from Staffordshire, revolutionised baking by perfecting a way to bake great tasting bread with added wheatgerm goodness. Since 1886, Hovis has milled and used this wheatgerm flour to bake Hovis Original Wheatgerm, using the time-honoured technique patented by Smith.

As part of the celebrations, Rank Hovis are offering every 6th bag of 16kg or 32kg Hovis Wheatgerm flour or bread mix at the special promotional price of £1.20. This promotional price is valid until June 30th 2006.

The promotion will also feature new point of sale material which features a 'Boy on the Bike' image from the famous 1973 commercial directed by Ridley Scott, and nostalgically echoes a time when bread was hand-wrapped in brown paper. Posters, wobblers, stickers and 'Open'/'Closed' signs will be available in this celebratory POS package.

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