Magazine article Marketing

Hovis Embarks on First 'Buzz Marketing' Drive

Magazine article Marketing

Hovis Embarks on First 'Buzz Marketing' Drive

Article excerpt

Premier Foods focuses on word of mouth to support launch of Hearty Oats loaf.

Hovis is launching its first marketing advocacy progr- amme, to promote its recently launched Hearty Oats product.

The Premier Foods bread brand is mirroring initiatives undertaken by Procter & Gamble, which has also used word-of-mouth programmes to raise awareness of its products.

The aim of the campaign is to recruit 8000 advocates to help support the launch of the product, as Hovis introduces a greater word-of-mouth element to its marketing activity.

Hovis Hearty Oats is the UK's first loaf baked with 50% wholegrain oats and 50% wheat flour. Premier Foods claims that it can help to maintain normal cholesterol; the company has received the backing of charity Heart UK.

The brand's marketing director, Jon Goldstone, is overseeing the initiative after Hovis conducted research to identify the most effective potential champions for the Hearty Oats product.

It highlighted women over the age of 35 as the best advocates because they tend to be key opinion-formers, health-conscious, early adopters of trends, and interested in social networking as well as Hovis products. …

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