Monday, 24 April 2006
Hovis has launched a microsite dedicated to raising awareness of its new Hovis Granary range and the associated health benefits of seeded bread products.
Produced by Manchester-based digital communications agency, Code, the site showcases the Hovis Granary range, which includes two new loaves, ‘Hovis Sunflower Granary’ and ‘Hovis Country Granary’ in addition to the existing ‘Hovis Granary’ and ‘Hovis White Granary’ varieties. Top media nutritionist, Amanda Ursell, offers expertise on the health and nutritional benefits of seeds and grains and has developed four ‘Ultimate’ sandwich recipes exclusively for the new site. There are also useful links to relevant sites including the British Nutrition Foundation, British Heart Foundation and Diabetes UK.
www.hovisgranary.com forms part of a £1.1m spend that the brand is channelling into relaunching its Granary range. Improved on-shelf branding and packaging is being introduced and the relaunch is also being supported by an extensive offline advertising and PR campaign in consumer magazines and national press.
Code account director, Jarrod Bull, comments, “The site has been designed to work in conjunction with the overall marketing campaign for Hovis Granary and focuses on communicating the essence and benefits of the range, whilst the nutritional advice and sandwich suggestions from Amanda Ursell really help to reinforce the healthy eating aspect of the product.”
Mandy Dhingra, assistant brand manager for Hovis, adds, “The Hovis Granary range is being relaunched in response to the growing demand for premium and seeded bread products. Consumers are becoming increasingly health and taste conscious and are using the internet to seek out information that will improve their knowledge of food products and help them to make better informed choices. The dedicated Hovis Granary website provides information on the products in the Hovis Granary range, together with expert advice from a leading nutritionist – all of which will enable consumers to gain a fuller understanding of the health benefits of seeds and grains as part of our everyday diet”.
Award-winning Code, formed in 1999, is a full service digital communications agency that employs 30 people. The agency’s client list includes Kimberly Clark Corporation, HMV, Centura Foods, Nokia, BUPA, Capital One and NUS Services Ltd.
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