Hovis is launching a £5 million advertising campaign including money off coupons to support the news that its loaves are now made from 100% British wheat.

The advertising campaign will run for six weeks from 12 February 2010. It will feature four separate commercials, each showing a different Hovis loaf including Soft White, Wholemeal, Best of Both and Granary. Each advert shows a different person making a sandwich before cutting it into eight pieces to create a Union Jack shape.

In addition to TV advertising, there will be a heavyweight consumer press advertising with money off next purchase coupons, 6-sheet posters outside major supermarkets and extensive PR.

Jon Goldstone, Marketing Director for Hovis, says: “We are thrilled to be able to support the launch of 100% British Wheat with such exciting advertising. We’re confident that the 100% British wheat campaign and the multi-million pound support that we are putting behind it will continue to drive our sales in 2010.”