Hovis: Relaunching the white loaf from the brown bread company

1994 product re-launch. Originally launched in 1991 it suffered in 1993 after heavy promotion of value brands in which the brand was not established enough to compete. Research showed customers had not appreciated the white aspect with 80% believing the ads were for Hovis Brown. Re-launch was to establish premium values. Two commercials aired and sales began to rise immediately, winning a share of the premium white market at the expense of own label, building the sector by 50% and increasing share from 1.9% to 4.9% of total white market