Hovis is using its loaf for a joint promotion with Whirlpool home appliances. The campaign ­ which the brands claim to be the first of its kind ­ is being supported with point of sale material and a bolt-on to a new TV ad campaign from Hovis. The promotional slogan Win a Great White Goods Makeover' will feature on 14 million Hovis white bread loaves from this week. The top prize in the instant win campaign is a range of Whirlpool appliances, including fridge/freezer, washer/ dryer, cooker, dishwasher and microwave. Secondary prizes including sandwich boxes, toaster cleaners, and discounts on Interflora flowers are also up for grabs. Whirlpool branding features on the Hovis packs. {{P&P }}

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