Hovis Farmer’s Race

Hovis, the British baking company, has launched a new advertising campaign highlighting the brand’s commitment to using 100% British wheat in Soft White bread. “Farmer’s Race”, a television commercial, was launched to coincide with the Grand National at Aintree, and will be supported by outdoor, social media (Facebook), digital advertising, instore activity, a print partnership with The Sun and PR support. Farmers race through fields near Macclesfield, Cheshire, home to the first Hovis Mill, creating their own version of the hazardous Grand National steeplechase.

Hovis Farmer gets ready for Race

Click on the image below to play the video.


The Farmer’s Race was developed at Dare, London, by copywriter Gavin Torrance, art director Danny Hunt, planner Stephanie Newman.

Media planner was Jane Holding at Starcom.

Filming was shot by director Dougal Wilson via Blink Productions, London, with director of photography Lasse Frank.

Music was produced at Major Tom, London.