LONDON, UNITED KINGDOM – Hovis, one of Britain’s most cherished heritage brands is entering a new era while honoring the past, with the launch of its first major brand campaign in over 15 years. Aptly titled “Strength Baked In”, this fresh platform by global creative agency VCCP pays homage to Hovis’ rich legacy while reaffirming its relevance in today’s Britain.
As the brand nears its 140th anniversary, Hovis is reconnecting with the very values that defined its journey since its inception in 1886. The campaign is more than a nostalgic nod – it’s a contemporary celebration of resilience and heritage. And it’s fitting that this comes just as the brand welcomes a creative rebirth through its new partnership with VCCP, which won the account in 2024.
At the heart of this relaunch is a stirring 40-second hero film, directed by Zak Razvi and produced by VCCP’s content studio Girl&Bear. The cinematic spot draws a visual thread through the country’s “ghost signs” – those faded, hand-painted Hovis ads that still cling to the walls of towns like Preston and Stockport. These fading relics become living landmarks, quietly witnessing the strength of the communities around them. The film crescendos with a touching scene of a young boy offering a painter a slice of toast in a contemporary reinterpretation of the beloved “boy on the bike” from previous Hovis advertising. All this plays out to the powerful strains of Sam Fender’s “Remember My Name” featuring the Easington Colliery Band.
The new brand platform returns to Hovis’ roots and its foundation in 1886 by Richard ‘Stoney’ Smith, who wanted to create better quality bread for the nation. The name Hovis was famously chosen following a national competition, inspired by the Latin phrase ‘Hominis Vis’ – meaning ‘the strength of man’. From the very beginning, strength has been baked into its identity – 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.
In addition to the campaign film, VCCP commissioned an original piece of research from VICE journalist Clive Martin exploring strength in modern Britain – anchored in Nottingham, home to one of Hovis’ largest bakeries. The resulting insights found that many people across the UK feel that strength isn’t just a word – it’s a value that’s 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 Hovis and the nation.
The campaign will be running across multiple channels including TV, social, digital and in-store channels.
Mark Brown, CMO at Hovis said: “‘Strength Baked In’ is a recommitment to the values Hovis has always stood for – strength in community, authenticity, and resilience. And that commitment sparked a genuine transformation across the business – bringing fresh energy not just to creative strategy, but to product development, innovation, and internal culture.”
Emma Houlston and Colin McKean, Creative Directors at VCCP, added: “Handpainted Hovis 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.”
CREDITS
Campaign Title: Strength Baked In
Client: Hovis
Advertising Agency: VCCP
Deputy Executive Creative Director: Matt Lloyd
Creative Directors: Colin Mckean & Emma Houlston
Senior Creatives: Sophia Johnson & Sophie Szilady
Business Director: Ed Maxwell
Account Director: Lucy Williams
Account Manager: Stella Wharmby
CSO: Max Keane
Planning Director: Matt Hayes
Agency TV Producer: Rory Calder & Simon Plant
Agency Creative Producer: Matt Hearn
Media Buying Agency: Medialab
Production Company: Girl&Bear
Director: Zak Razvi
Executive Producer: Simon Plant
Producer: Rory Calder
Editor: Rich Woolway @ Stitch
Post-Production Company: Etc
Post Producer: George Blomiley
Colourist: Jason Wallis
Audio Post-Production Company: King Lear
Sound Engineer: Ed Downham
PR: Clarion
Social: We Are Freak
