Hovis: Repackaging goodness - IPA Effectiveness Awards Case Study 2002

Brief Description: This case demonstrates how the re-launch of Hovis resulted in massively increased profits. The re-launch included radical new advertising and packaging based on the core brand value of 'everyday goodness'. They drove demand to such and extent that Hovis was able to increase volume at the same time as increasing price - totally counterintuitive. Hovis was the fastest growing non-alcoholic grocery brand over the last year (+26%). And both the advertising and packaging paid for themselves and more. ;---(TAGS)--- Full Title: Hovis: repackaging goodness ; Number: 2002/70 ; Brand Name: Hovis ; Client: British Bakeries ; IPA_ProductCoding: Food (Bakery goods - bread/cakes/crackers/biscuits) ; Agency: BMP DDB ; Author: Vicki Holgate, Andrew Deykin ;