The brand was seen as old-fashioned and was finding its prices squeezed before a major packaging overhaul by design agency Williams Murray Hamm and new creative treatment by BMP DDB. The bold new packaging used a 'big food' concept featuring tomatoes, baked beans and other items for shelf standout.
Hovis has subsequently become the number one bread brand by volume and value for the first time in its 115-year history. It was awarded Gold in three of the categories: packaging (food), consumer launch and FMCG.
Other winners included Mini, Carlsberg Export, Wedgwood and cosmetics brand Molton Brown.
The awards have been established to recognise and celebrate branding's raised status. Gold and Silver winners were decided by a panel of judges from agency and client backgrounds, chaired by Craig Smith, editor of Marketing.