Case Study

THE HOVIS WHOLEMEAL BAKERY TOUR & RADIO COMPETITION

BACKGROUND

Apparently, many Brits are bored to the back teeth of fad foods and would much rather start the day with a comforting piece of toast.  To encourage commuters get stuck in, the Hovis Wholemeal Bakery (a plush silver airstream) toured the UK to 7 cities to dish out fresh, warm bread and butter, as well as offering fun experiential social activities. Mmmmmmm…

 

OUR THINKING

Armed with a target list of cities that the bakery would visit, we connected with radio listeners who commute to, or live near each key city.  We offered stations the chance to give away ‘the ultimate breakfast kit’, this included a toaster, toast tongs, butter knife and a Hovis Bread Bin – we even threw in some Hovis Wholemeal bread for good measure.

 

RESULTS

From the 15 breakfast sets we were allocated to give-away, ON secured 47 items of coverage across the commercial radio network, in and around the seven target cities. We also secured coverage on large national stations including; Kiss FM.