Hovis is launching a £1m TV advertising campaign to support a packaging redesign that emphasises its attributes of 100% British wheat and no artificial preservatives.

Running from February 10 until March 31, the TV adverts reprise the much-loved ’Go on Lad’ ad featuring a young boy’s journey through time, highlighting quintessential British scenes such as the Queen’s Silver Jubilee. The new packaging includes blue band to flag Hovis’ work with British farmers to produce loaves with flour baked from 100% British wheat, and incorporates elements of the Union Jack.

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