JKR lands Hovis rebrand

Premier Foods’ ailing bread brand Hovis is looking to claw back market share, with a radical £15m reinvention devi – sed by Jones Knowles Ritchie launching later this summer.

JKR, which last year worked on Hovis variant Seed Sensa – tions, is understood to have been appointed on the strength of this existing relationship.

PF chief executive Robert Schofield is thought to have shown City analysts the design last week, in a bid to boost share price and garner confidence in the relaunch.

The packaging overhaul is thought to involve a rethink of the existing logo and colour palette. The revamp, which includes advertising, is expec – ted to focus the brand on its ‘premium brown’ heritage.

Hovis made a concerted push into the white bread category in 2001, with its ‘beans’ packaging designed by Williams Murray Hamm.

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