Creative Strategy, Social, Ideation, Art Direction, Copywriting
Building an engaged social audience especially among the younger millennial demographic who are trying to reduce theIr carbohydrate intake. The work included the creation of new social creative platforms, experiential events, Spotify ad’s and new product photography and branding.
01
The Brief
Align Hovis with healthy eating & a younger audience
The Idea
All Natural - All Good
The Results
The creation of a new strategic creative platform, art direction & messaging matrix that aligned itself to current healthy eating trends.
02
The Brief
Tempt people on a reduced carbohydrate diet to eat (Hovis) bread again
The Idea
Fall Back In Love With Bread
The Results
Using a combined social media & Spotify campaign to activate peoples nostalgic love of ‘eating bread’ creating invitations to ‘re-buy’ Hovis’s new reduced carbohydrate loaf.
Awareness & Engagement: >145%+, supermarket re-listings.
03
The Brief
Create initiatives to bring Hovis to a wider audience
The Idea
Sharing the Baking (secrets)
The Results
UK wide live Facebook streams from mass footfall public areas inviting the public to make a loaf with a traditional Hovis master baker.