When 2 becomes 1

Making a wholemeal of it

There are those who like white bread, there are those which prefer wholemeal bread, and there are those who simple can’t make such a difficult decision and go for ‘Best of Both’. However, over the course of January (and now February) Hovis is aiming to convert those who buy both white and wholemeal (around 18% of consumers) exclusively to Hovis Wholemeal.

So, what is their secret weapon behind this epic conversion?

Emma Bunton, of course.

The Hovis Wholemeal Challenge campaign comes with a ‘feel healthier or your money back guarantee’ and a £1.5M marketing price tag. The new campaign utilises ‘Baby-making Spice’ as it’s spokeswomen to promote the Wholemeal New year resolution. “Since starting a family I’ve completely switched to wholemeal bread,” says Emma, “Usually I have it for breakfast with a slice banana or sometimes for lunch”. The former Spice Girl also says she does a “mean cheese on toast” (her partner is a chef at Claridge’s – which gives you some idea of who wears the apron at Bunton’s place).

“Following the overindulgence of Christmas, New Year is an ideal time to encourage consumers to switch to Hovis Wholemeal,” suggests Jon Goldstone, Marketing Director at Hovis. Emma says “it’s all about making simple changes”, and although far less emotive than the award winning ‘Go on Lad‘ commercial this campiagn hits the yummy mummy market spot on. And Builders of course.

You can sign up to win a £2,500 luxury holiday and a Nintendo Wii and Wii Fit, plus the micro-site also offers up nutrition and health tips, and a selection of recipes. Tasting promotions are to be run at train stations as part of the promotion. Whether you’ll get a grilling from Emma remains to be seen though.

No news on whether we’ll see Emma freewheeling down a cobbled street past ‘Old Ma Peggety’s place’ in a flat cap.

http://www.hovisbakery.co.uk/challenge/