Hovis are set to begin their biggest launch of their year with a brand-new product hitting supermarket shelves.

"The Premier Foods brand is investing £3.5m in an integrated marketing campaign to back a new premium product called British Farmers Loaf.
The £1.40 loaf, which comes in wholemeal and white variants, is made from 100% British wheat and is backed with a strong ad-campaign on television for the next four weeks with a second circulation in August.
The campaign, created by Dare, starts this weekend with a TV ad showing a father and son overcoming the daily challenges of working on a farm and portraying the hard work that goes into making each loaf."
The rustic British farmyard approach is popular with consumers and consolidates Hovis' classic brand and the British flag and colours are particularly prevalent with retail strategy in the Queen's Jubilee year.

Premier Foods, the company behind Hovis, Mr Kipling and Ambrosia, has already committed to doubling its annual marketing spend across its eight key brands throughout 2012.
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