Hovis is launching a major £4m nationwide multi-channel campaign, ‘Strength Baked In’, which will run through September, October and November.

This marks the first marketing activity since the brand’s acquisition by Associated British Foods (ABF) in July.

The campaign features a 30-second video advertisement which aims to showcase Hovis as one of Britain’s most popular brands and reinforces the company’s long-standing commercial history in the UK.

The video shows vintage adverts (Hovis ghost sings) painted on buildings across the UK as part of a wider creative narrative connecting the business to local communities.

Hovis estimated that the marketing activity will reach 79 per cent of main household shoppers across TV and media channels.

The campaign will be supported by multi-channel advertisement across TV, video on demand, out-of-home, radio and social media. Additionally, the company is set to launch consumer PR and retail media.

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The autumn advertisements will also include detailed out-of-home city centre murals which reimagine the brand’s heritage in the UK while displaying it in a modern format.

Mark Brown, chief marketing officer at Hovis Bakeries said: “We’re delighted that the ‘Strength Baked In’ ad is going on wide release across the nation. This campaign is an investment in celebrating our heritage, our communities, and the enduring strength that comes from simple, wholesome goodness. ‘

“The ghost signs that inspired the campaign have been part of people’s lives for generations. But this is a story told through a modern lens. We believe that Hovis is more than just bread; it’s a symbol of resilience and a reminder of the values that bind us together today.”

This marks a major investment in the brand reinforcing its identity as part of the wider ABF group.