Activity is being aimed at parents making lunchboxes for their children, and includes sponsorship of ITV quiz show Holding out for a Hero, which is on air for seven weeks from 11 September. Hovis said it expected 62% of its target audience to see the idents an average of 11 times.
The recipe for the bread has been tweaked and the line-up expanded with a seeded variant, Hovis Best of Both Seeds (rsp: £1.35/800g), and smaller pack, Hovis Best of Both Little One (rsp: 69p/400g). The packaging of the range has been made bolder.
"Best of Both is our biggest sub-brand after Soft White, and is perfectly positioned to drive sales at a time when mums are choosing what to give kids for lunch," said marketing controller Sioned Winfield.