Brand positioning & the authenticity of British countryside

Could it be something which resonates with us all in this age of austerity? Brands that are competing for our attention, loyalty and love on the supermarket shelves are turning to traditional, wholesome values to win us over. And nowhere are those values stronger than in the authentic British countryside…

We’ve reported previously on the viral sensation that is The Churned. Now Hovis (owned by Premier Foods), a well-established but struggling brand is turning to the countryside in its fiercely competitive battle with Warburtons (privately owned) and Kingsmill (owned by Allied Bakeries) for market share in the UK bread market.

This example below is the full 90 second directors’ cut of a new advert - the Hovis Farmers’ Race;

This short video takes you behind the scenes of shooting the advert;