Hovis has unveiled a new 90 second TV ad on Saturday, during the Britain’s Got Talent final, to promote its Farmers Loaf.
The £3.5 million TV campaign, by Dare, pays tribute to British farmers who grow wheat for Hovis, and shows a young boy helping his dad out on the farm. It was shot on a Hovis wheat farm in the North West of England.
The four-week ad campaign will be featuring during shows such as Coronation Street.
Hovis is also sponsoring British Sandwich Week, where it will run the ‘Ultimate British Sandwich' search, fronted by Jodie Kidd, to find Britain's favourite sandwich.
Mike Clarke, chief executive officer at Premier Foods, said: "Britishness is part of our DNA. So when we get a chance to thank our farmers for helping us to help us produce a great new British product like our Hovis Farmers Loaf, of course, we want to shout about it during one of Britain's most popular shows, celebrating what's great about Britain!"