Hovis: Strength Baked In

For the first time in six years, Hovis returns to screens across the UK with a bold new brand platform and campaign from its global creative agency of record VCCP. The new brand platform ‘Strength Baked In’ celebrates Hovis’ roots and its enduring role as a British icon and its rich heritage. It marks a return to the values first baked into the brand which started mass production in Macclesfield in 1886 - reconnecting Hovis with modern Britain. This new campaign is the first work from VCCP for Hovis since winning the account in 2024. The bold reappraisal of Hovis’ role in modern Britain is centred around is a resonant new film, which was directed by Zak Razvi, and produced by VCCP’s global content creation studio Girl&Bear.