The challenge: Support the launch of Hovis Good Inside, a ‘better for you’ range of pre-packed bread.

Insight: Mums is always on the lookout for nutritional food that her kids will happily eat.

Idea: Communicate the fact Hovis contains Omega 3, wheatgerm, and added fibre.

Conversion / Results: 2.2% Penetration, Wholemeal exceeded bread NPD penetration rates after 12 weeks.

The work

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