VCCP’s first work for Hovis since it was appointed global creative agency of record in March 2024 is built on a new platform, Strength Baked In, with a hero film that uses the brand’s “ghost murals” still visible on brick walls across towns like Stockport and Preston to underline them. The stoic signs on buildings are a nice way to say heritage and a very nice way to say strength and resilience. There’s also a subtle message of healthfulness and supporting British life (since 1886, in fact) that is undeniably appealing. Underscoring the emotive power of the commercial is the soundtrack, Remember My Name by Sam Fender, featuring the Easington Colliery Band.
Emma Houlston and Colin McKean, creative directors at VCCP, added, “Handpainted Hovis signs have adorned brick walls across the nation for over 100 years. We wanted to celebrate these beautiful symbols of endurance and the resilience of the people who pass by them every day. Those wise, weathered Hovis signs have seen it all, reminding us we all carry strength, even in the toughest times.”
To find the central idea for the campaign, VCCP commissioned an original piece of research from VICE journalist, Clive Martin, exploring strength in modern Britain – anchored in Nottingham, home to one of Hovis’ largest bakeries. The resulting insights found that many people across the UK feel that strength isn’t just a word – it’s a value that’s more relevant than ever. In a post-austerity, post-COVID, post-Brexit world, people are finding strength in community and resilience in adversity. The insights laid the foundation for the campaign strategy – a celebration of the enduring strength of Hovis and the nation.
The full campaign will cover TV, social, digital and in-store channels.
Mark Brown, CMO at Hovis, stated, “Strength Baked In is a recommitment to the values Hovis has always stood for – strength in community, authenticity, and resilience. And that commitment sparked a genuine transformation across the business – bringing fresh energy not just to creative strategy, but to product development, innovation, and internal culture.”
Credits:
Client: Hovis
Creative Agency: VCCP
Deputy Executive Creative Director: Matt Lloyd
Creative Directors: Colin Mckean & Emma Houlston
Senior Creatives: Sophia Johnson & Sophie Szilady
Business Director: Ed Maxwell
Account Director: Lucy Williams
Account Manager: Stella Wharmby
Chief Strategy Officer: Max Keane
Planning Director: Matt Hayes
TV Producers: Rory Calder & Simon Plant
Agency Creative Producer: Matt Hearn
Media Buying Agency: Medialab
Production Company: Girl&Bear
Director: Zak Razvi
Executive Producer: Simon Plant
Producer: Rory Calder
Editor: Rich Woolway @ Stitch
Post-Production Company: Etc Films
Post Producer: George Blomiley
Colourist: Jason Wallis
Audio Post-Production Company: King Lear
Sound Engineer: Ed Downham
PR: Clarion
Social: We Are Freak
