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Baked-In Strength Fresh From Hovis

After over a decade, iconic British bread brand Hovis returns with “Strength Baked In,” its first major campaign since 2008. Created with VCCP, the platform blends heritage and modern relevance, using cinematic storytelling to highlight the strength baked into Hovis since 1886.

A Heritage Told Through Handpainted Walls and Human Acts

The centerpiece of the campaign is a 40-second film that journeys through ghost signs those timeless Hovis murals still visible on brick walls across towns like Preston and Stockport. These aged symbols serve as emotional anchors for stories of everyday strength and resilience, drawing a parallel between brand heritage and national spirit.

Directed by Zak Razvi and produced by Girl&Bear, the film culminates in the creation of a new mural, where a young boy offers a painter a slice of toast a warm, quiet act that brings to mind the classic Hovis “boy on the bike,” now reimagined for a new generation. The scene is accompanied by Sam Fender’s “Remember My Name”, performed by the Easington Colliery Band, underscoring the nostalgic yet modern tone of the piece.

Celebrating 140 Years of Bread and British Grit

Hovis isn’t just celebrating its age it’s doubling down on the values that built it. Founded by Richard “Stoney” Smith, the brand’s very name was born from the Latin “Hominis Vis,” meaning the strength of man. That same strength of character, of quality, of community is what Hovis is bringing back to the forefront.

The campaign is more than a nostalgic nod; it’s a rallying cry for national resilience. From supporting food banks to its roots in feeding Britain through wartime, Hovis has always stood for more than bread it has stood for people. This revival is a reminder that even in challenging times, strength can be found in the everyday.

Insight-Driven Creativity Anchored in Community

Alongside the brand film, VCCP partnered with journalist Clive Martin to explore the meaning of strength in today’s Britain. Based in Nottingham, home to one of Hovis’ largest bakeries, the resulting research found that in a post-COVID, post-Brexit world, strength is rooted in community bonds and shared resilience.

This insight became the foundation of the campaign strategy: real stories, real places, and real people, united by the symbol of Hovis. It's an approach that connects with audiences far beyond the supermarket aisle building a brand that’s not just seen, but felt.

A Multichannel Push With Deep Cultural Relevance

The “Strength Baked In” campaign spans TV, digital, social media, and in-store placements, marking Hovis' renewed commitment to national presence. This campaign shows how legacy brands can reignite relevance through purpose-driven storytelling, much like a well-placed billboard reminds us of who we are. In the world of outdoor advertising, this campaign resonates deeply. Murals, ghost signs, and visual storytelling are no longer just background textures they’re brand assets. And as BM Outdoor continues to track how brands reclaim physical space for emotional connection, Hovis leads by example.

 

 

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