Hovis re-enters Ridley territory with Dare campaign for new British Farmers loaf

Does it make any difference to hard-pressed British consumers if their Hovis loaf is made of British wheat? Actually they probably assumed it always was, given the brand’s heritage. And will they spend a bit more on it, as opposed to standard Hovis, from somewhere else presumably?

Equally hard-pressed Hovis owner Premier Foods (labouring under a mountain of debt after buying brands here, there and everywhere in the good times) is betting that they will and is spending about £3.5m on its new British Farmers loaf with this campaign by Dare London.

It’s another return to Ridley Scott territory and very nicely directed by Seb Edwards for Academy. Ridley managed to do it all in 45 seconds.

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