Advertising agency MCBD last night scooped the top award at the prestigious IPA Effectiveness Awards.
TV spot advertising for the campaign featured a young boy carrying a loaf of bread through northern streets at the time of historical events including the sinking of the titanic, suffragette marches, the first and second world wars and the miners’ strikes. The campaign featured the slogan “As good today as it’s always been”. It ran between 2008 and May this year and is credited with reviving one of Britain’s oldest brands and generating £90m profits.
Hovis has bucked the trend at struggling Premier Foods by recording sales growth of 1.8 per cent.
Premier Foods describes the strategy as “a mixture of innovation, advertising and promotional intensity”.
The UK’s largest food producer last week reported its sales dropped 4.2 per cent year-on-year.