{"id":19950,"date":"2025-05-20T11:49:44","date_gmt":"2025-05-20T10:49:44","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=19950"},"modified":"2025-05-20T11:50:35","modified_gmt":"2025-05-20T10:50:35","slug":"strength-baked-in-hovis-goes-back-to-its-roots-with-new-brand-platform","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/hovis\/strength-baked-in-hovis-goes-back-to-its-roots-with-new-brand-platform","title":{"rendered":"\u2018Strength Baked In\u2019: Hovis goes back to its roots with new brand platform"},"content":{"rendered":"<div class=\"lazyblock-video-Z1n06mT wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1084905120?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z1nvWDk wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\">For the first time in six years, <\/span><b>Hovis <\/b><span style=\"font-weight: 400\">returns to screens across the UK with a bold new brand platform and campaign from its global creative agency of record <\/span><a href=\"https:\/\/www.vccp.com\/uk\/\"><b>VCCP<\/b><\/a><b>.<\/b><\/p>\n<p><span style=\"font-weight: 400\">The new brand platform <\/span><i><span style=\"font-weight: 400\">\u2018Strength Baked In\u2019<\/span><\/i><span style=\"font-weight: 400\"> celebrates <\/span><b>Hovis<\/b><span style=\"font-weight: 400\">\u2019 roots and its enduring role as a British icon and its rich heritage. It marks a return to the values first baked into the brand which started mass production in Macclesfield in 1886 &#8211; reconnecting <\/span><b>Hovis<\/b><span style=\"font-weight: 400\"> with modern Britain. This new campaign is the first work from <\/span><b>VCCP<\/b><span style=\"font-weight: 400\"> for <\/span><b>Hovis<\/b><span style=\"font-weight: 400\"> since winning the account in 2024.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The bold reappraisal of Hovis\u2019 role in modern Britain is centred around\u00a0 is a resonant new film, which was directed by Zak Razvi, and produced\u00a0 by <\/span><b>VCCP<\/b><span style=\"font-weight: 400\">\u2019s global content creation studio <\/span><a href=\"https:\/\/www.wearegirlandbear.com\/\"><b>Girl&amp;Bear<\/b><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The 40\u201d hero spot traces a cinematic path through <\/span><b>Hovis\u2019<\/b><span style=\"font-weight: 400\"> \u2018ghost signs\u2019, still visible on brick walls across towns like Stockport and Preston &#8211; using them as a visual thread to tell the real stories of everyday strength and resilience from the people who live around them. The film culminates in the painting of a new Hovis mural, watched by a young boy who offers the painter a slice of toast in a warm, human act of solidarity &#8211; a modern nod to the iconic boy on the bike, reimagined for a new generation. The soundtrack that accompanies the film is Sam Fender\u2019s <\/span><i><span style=\"font-weight: 400\">\u2018Remember My Name\u2019 <\/span><\/i><span style=\"font-weight: 400\">which features the Easington Colliery Band.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The new brand platform returns to <\/span><b>Hovis<\/b><span style=\"font-weight: 400\">\u2019 roots and its foundation in 1886 by Richard &#8216;Stoney&#8217; Smith, who wanted to create better quality bread for the nation. The name <\/span><b>Hovis<\/b><span style=\"font-weight: 400\"> was famously chosen following a national competition, inspired by the Latin phrase \u2018Hominis Vis\u2019 &#8211; meaning \u2018the strength of man\u2019. From the very beginning, strength has been baked<\/span><span style=\"font-weight: 400\">1<\/span><span style=\"font-weight: 400\"> into its identity &#8211; not just in the quality of the bread, but in the role the brand has played in supporting Britain through every chapter of its history, from donating Spitfires in wartime to supporting food banks today.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">In addition to the campaign film, <\/span><b>VCCP <\/b><span style=\"font-weight: 400\">commissioned an original piece of research from <\/span><b>VICE<\/b><span style=\"font-weight: 400\"> journalist Clive Martin exploring strength in modern Britain &#8211; anchored in Nottingham, home to one of <\/span><b>Hovis<\/b><span style=\"font-weight: 400\">\u2019 largest bakeries. The resulting insights found that many people across the UK feel that strength isn\u2019t just a word &#8211; it\u2019s a value that\u2019s more relevant than ever. In a post-austerity, post-COVID, post-Brexit world, people are finding strength in community and resilience in adversity. The insights laid the foundation for the campaign strategy: a celebration of the enduring strength of <\/span><b>Hovis<\/b><span style=\"font-weight: 400\"> and the nation.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will be running across multiple channels including TV, social, digital and in-store channels.<\/span><\/p>\n<p><b>Mark Brown, CMO at Hovis <\/b><span style=\"font-weight: 400\">said: \u201c<\/span><i><span style=\"font-weight: 400\">\u2018Strength Baked In\u2019<\/span><\/i><span style=\"font-weight: 400\"> is a recommitment to the values <\/span><b>Hovis<\/b><span style=\"font-weight: 400\"> has always stood for &#8211; strength in community, authenticity, and resilience. And that commitment sparked a genuine transformation across the business &#8211; bringing fresh energy not just to creative strategy, but to product development, innovation, and internal culture.\u201d<\/span><\/p>\n<p><b>Emma Houlston and Colin McKean, Creative Directors at VCCP, <\/b><span style=\"font-weight: 400\">added: \u201cHandpainted <\/span><b>Hovis<\/b><span style=\"font-weight: 400\"> signs have adorned brick walls across the nation for over 100 years. We wanted to celebrate these beautiful symbols of endurance and the resilience of the people who pass by them every day. Those wise, weathered Hovis signs have seen it all, reminding us we all carry strength, even in the toughest times.\u201d<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Z1DuYhV wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        \u2018Strength Baked In\u2019 is a recommitment to the values Hovis has always stood for &#8211; strength in community, authenticity, and resilience \n        <cite>Mark Brown, CMO at Hovis<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":66,"template":"","class_list":["post-19950","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"19951","hero_video":"","hero_image":{"ID":19952,"id":19952,"title":"HERO","filename":"HERO-scaled.jpeg","filesize":497332,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/HERO-scaled.jpeg","link":"https:\/\/www.vccp.com\/uk\/work\/hovis\/strength-baked-in-hovis-goes-back-to-its-roots-with-new-brand-platform\/attachment\/hero-10","alt":"","author":"2","description":"","caption":"","name":"hero-10","status":"inherit","uploaded_to":19950,"date":"2025-05-20 10:42:55","modified":"2025-05-20 10:48:27","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":2560,"height":1707,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/HERO-150x150.jpeg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/HERO-300x200.jpeg","medium-width":300,"medium-height":200,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/HERO-768x512.jpeg","medium_large-width":640,"medium_large-height":427,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/HERO-1024x683.jpeg","large-width":640,"large-height":427,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/HERO-1536x1024.jpeg","1536x1536-width":1536,"1536x1536-height":1024,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/HERO-2048x1365.jpeg","2048x2048-width":2048,"2048x2048-height":1365,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/HERO-1920x720.jpeg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/HERO-1920x960.jpeg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/HERO-768x768.jpeg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/HERO-307x615.jpeg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/HERO-768x960.jpeg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/HERO-1200x630.jpeg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/HERO-768x768.jpeg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/HERO-768x384.jpeg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/HERO-307x615.jpeg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"","meta-description":"","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/HERO-scaled.jpeg","related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":["1"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/19950","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/66"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=19950"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}