Hovis has predominantly used social media as a tool to share suggestions of how to use their product other than to make toast.
The problem with this was that their target audience, parents, began to feel judged and accused of lacking inspiration (a lot of posts began with variants of "Don't know what to make the kids for packed lunch..?").
I proposed Hovis change their social strategy and TOV to a supportive one. Start talking to parents using insights they could relate to.
Or, as I put it to the client, Hovis represents that mum or dad walking down the street who, when they see a parent struggling with a misbehaving child, gives them a 'I feel your pain' look rather than a 'You're a bad parent' look.
National Hug Day was chosen as the day to launch the new 'TOV' with a post that ALL parents could relate to. We then went on from there.
Posts like these have performed quite well, but the one that seems to have really stood out and been relatable, is this canvas created for Mother's Day...
Hovis & Trolls
In 2016, Hovis partnered up with the latest Trolls movie.
To celebrate this partnership and the film’s premiere, Hovis offered families the chance to win exclusive Trolls Goodie Bags.
All they had to do was follow the recipes based on the Trolls characters and share their own versions.
For these videos, I was a one-man film company; writing, storyboarding, shooting, editing and even hand modelling. (Just call me Dennis Waterman)
Shot in one day, and in the CFO’s kitchen, making these was great fun - and the Mum Community seemed to enjoy them too.
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