Hovis plans to increase its investment in experiential marketing in 2017 after seeing success from using the tactic to promote its Soft White and Best of Both ranges this year.
The bread-maker has brought in experiential agency Hot Pickle to plan the activity for the coming year, which will consist of a fully integrated multi-agency campaign with experiential at its core.
“Hot Pickle demonstrated a genuine affinity with the brand and stood out with a combination of smart strategic thinking and a killer creative idea,” said Sophie Lyons, marketing manager, Hovis.
“They also have an impressive FMCG portfolio and we’re looking forward to a great experience in 2017.”
Hot Pickle won the account following a competitive pitch in October.
Commenting on the win Andrew St Clair Johnson, partner, Hot Pickle added: “We are extremely excited and proud to be working with Hovis. It’s a great opportunity to demonstrate the potential of events and experiential to sit at the heart of a campaign and to drive content across channels.”