Since 1955 we’ve been telling people about the wholesome goodness of Hovis in our TV commercials. How far back does your memory go…?
Hovis has used commercial television to spread the Hovis message since 1955. For fifty years, Hovis has built a reputation for memorable commercials that have won many awards. Hovis was one of the first brands to embrace television advertising when it began in the UK in September 1955.
In 1956 nine black and white commercials were produced, including Weightlifter, Echo Valley and Cannibal Cook. These commercials featured the comedians from the Carry On films, George Benson and Kenneth Connor, in humorous sketches that made the slogan “Don’t say brown, say Hovis” so famous. By 1957, Hovis commercials’ theme was nursery rhymes such as Little Miss Muffet and Little Jack Horner. Twenty one were produced that year.
In 1970, Hovis changed its advertising agency and by 1972 a new campaign was launched which centred on traditional scenes from the North of England that had a nostalgic feel. Music from Dvorak’s symphony No 9 from “The New World” was chosen to accompany the commercials.
Ridley Scott directed a number of the Hovis commercials including “Our Dad”, “Bike Ride” and “Coronation Celebration”. He went on to direct the famous movies “Bladerunner” (1982) and “Gladiator” (2000). “Boy on the Bike” has become one of the best remembered commercials, summoning up quaint images of old cottages and cobbled streets.
In 2001, a series of animated commercials featured the character Harry, and his family. The message reasserted the core values of Hovis, nutrition and health, and used the slogan “Get something good inside”.
In 2005, animated ducks were used to communicate health improvements using the slogan “Better today than it’s ever been”. The commercials were made in the Ardman Animations Studios, famous for the Wallace and Gromit productions.
In 2006, Hovis invested £8 million behind a new TV advertising campaign, as part of a £20 million brand investment. The advertising built upon Hovis’ strong heritage and health credentials, and was designed to communicate that Hovis is a key source of natural goodness to help you live life, throughout your life. The advertising therefore carried the new strap line ‘Hovis Is For Life’
