To immerse influencers in the Hovis brand, we supported its UK mobile bakery tour, kicking off with multiple visits to media houses with a 1930’s iconic silver aluminium Airstream, which doubled up as a mobile Hovis Bakery.

Totally unmissable, it delivered fresh, hot Hovis Wholemeal bread to hungry journalists. Our campaign was also supported with research that found consumers are dissing fad nosh trends in favour of the humble bread loaf

which remains one of the country’s food stalwarts. The mobile Hovis Bakery visited 17 leading publications including Olive, Country Living, Prima, Reveal, Women’s Health, Metro, London Evening Standard and BBC Good Food with queues forming for the warm Hovis Wholemeal bread, topped with butter and jam.

Influencers Tweeted #hoviswholemeal from outside the Mobile Bakery - a great start to publicise the nationwide tour which will include cities including Cardiff, Glasgow, Leeds and Manchester.

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