Just in time for the iconic ‘Street Party’ celebrations for the Queen’s 90th birthday, Hovis launched its new Soft White - the ideal loaf to make patriotic sandwiches with fillings fit for the Royals.

To build awareness of the launch and to drive footfall to the Hovis street parties, we collaborated with a leading broadcast agency to run a series of radio campaigns that showcased our research findings on

how Brits yearn to bring back the traditional British street party and how jam sarnies and cucumber sarnies were the perfect celebration. Using also used leading British Monarchy commentator, Rafe Heydel as part of our 20 interviews, we secured a reach in excess of 5 million.

The campaign was supported with a series of radio competitions giving away Hovis street party hampers and all amplified through social media.

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