Hovis renews partnership with Royal British Legion
Monday September 15, 2014 at 10:11am
Hovis is rekindling its partnership with the Royal British Legion this September to help raise £100,000 for the welfare of thousands of serving and ex-Service people. Hovis will be giving a 10p donation to The Royal British Legion Poppy Appeal for every purchase of a bag of its latest addition, Hovis Seed Sensations Soft Granary Batch. The bread bags will feature an on-pack creative to clearly communicate its link up to shoppers and will be further reinforced through outdoor, digital, print and in-store activity. Richard McQuillan, marketing controller, Hovis Ltd, says: “We are proud to be associated with the Royal British Legion this year, which marks the 100th anniversary of the outbreak of the First World War. Our poppy-inspired packaging is sure to catch shoppers’ attention at the point of purchase and will be available from the September until November. An interesting fact for you – in 1941, Hovis provided a Spitfire plane to the RAF for its WW2 effort. The plane was named Hominis Vis, Latin for ‘the strength of man’ and the inspiration for the Hovis brand name.” Hovis Soft Granary Batch launched in July, combining Hovis’ leading seeded products (Seed Sensations and Hovis Granary) as part of the wider business plans to bring a more premium bread range into the category. Earlier this year the brand, which is currently worth £403m, also announced that it was again using 100% British wheat (where possible) in all of its recipes. Packaging across the entire range has also been updated to further communicate its no artificial preservative positioning, capitalising on its heritage as the most natural and healthy baker. Originally founded in 1886, Hovis Limited is a British baking and flour milling business. The Company is head-quartered in High Wycombe and employs approximately 3,800 people at 10 bakeries, six flour mills and two regional distribution centres across the UK. Hovis is one of the largest bakery brands in the UK and amongst the best known food brands in the country. Hovis Limited also makes Mothers Pride, Ormo and retailer-branded bakery products and supplies flour via its Rank Hovis, Fleming Howden and Holgran trading platforms. Hovis Ltd was established as a separate company in April 2014, when Premier Foods sold 51% of the brand to US private equity business Gores Group.