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Focus on Breads and Spreads: film premiere and discussion

A look at how Hovis’ ‘as good today as it’s ever been’ campaign restored the fortunes of one of Britain’s oldest brands and gave it modern relevance: a clear cut example of iconic creativity driving effectiveness. Followed by a panel discussion about great FMCG advertising. Featuring Danny Brooke-Taylor, Frankie Cory, Jon Goldstone, Jane Holding and Andy Nairn on film, and Colin Grimshaw, Andy Nairn and Malcolm White in person.

Focus on Breads and Spreads is part of a series of events that celebrate recent case studies from the IPA Effectiveness Awards; brilliant campaigns that have much to teach us about planning effective communications.

What’s on?

The 2010 Grand Prix at the IPA Effectiveness Awards went to MCBD (now Dare) for Hovis, a campaign that utilised a 122 second TV spot to prove enduring modern relevance for one of Britain’s oldest brand. The campaign resulted in sales growth of 14% year-on-year and was voted the nation’s ‘Campaign of the Decade’.

Other grocery brands have had success over years including Marmite in 2008 for DDB whose campaign for the launch of a new product format resulting in increasing frequency of usage and an anticipated long-term payback of £2.30 per £1 spent; similarly Krow Communications picked up Bronze in 2009 for their Wake up to Nutella campaign which re-educated Mums to view Nutella as a hazelnut spread, positioning it as an acceptable breakfast choice and attracted over 1 million more customers to the brand.

This event will begin with the premiere of the new IPA & Thinkbox brand film — ‘Hovis: as good today as it’s ever been’, followed by a panel discussion about great FMCG advertising.

Appearing on film:

  • Danny Brooke-Taylor, Executive Creative Director, Dare
  • Frankie Cory, Managing Director Frank PR
  • Jon Goldstone, Marketing Director, Premier Foods
  • Jane Holding, Business Director, Starcom Mediavest
  • Andy Nairn, Chief Strategic Officer, Dare, Author

With additional effectiveness insight from:

  • Peter Field, Marketing and IPA Databank Consultant
  • David Golding, Founding Partner, Adam & Eve and Convenor of Judges 2010 IPA Effectiveness Awards

Event Panel:

  • Colin Grimshaw, Editor of Admap, Panel Chair
  • Andy Nairn, Chief Strategy Officer from Dare for Hovis
  • Stephen Woodford, Chairman and CEO of DDB for Marmite
  • Malcolm White, Founder of Krow Communications for Nutella

Where and when?

Focus on Breads and Spreads takes place on Wednesday 23rd November, at the IPA, 44 Belgrave Square, London, SW1X 8QS. Drinks from 6pm. Short film premiere from 6.45pm. Panel discussion and Q&A from 7.00pm. Close 8.00pm.

How do I book a seat?

Just click here and you can do just that on the IPA website.

Coming Soon

Also coming up as part of this series: Focus on The Joy of Content (Tuesday 6th December)

Watch this space for details.

Focus on Breads and Spreads: film premiere and discussion

The 2010 Grand Prix at the IPA Effectiveness Awards went to MCBD (now Dare) for Hovis, a campaign that utilised a 122 second TV spot to prove enduring modern relevance for one of Britain’s oldest brands. This event will premiere a new IPA & Thinkbox brand film that explores this brilliant campaign, ‘Hovis: as good today as it’s ever been’, featuring contributions from Danny Brooke-Taylor, Executive Creative Director, Dare, Frankie Cory, Managing Director Frank PR, Jon Goldstone, Marketing Director, Premier Foods, Jane Holding, Business Director, Starcom Mediavest and Andy Nairn, Chief Strategic Officer, Dare. This will be followed by a panel discussion about great FMCG advertising.

Associated content

Orange - The FTSE's bright, the FTSE's Orange
This film, with Robin Wight, President of Engine and Laurence Green, Chairman of Fallon, tells the story of the transformation of fledgling 'Hutchison Microtel' into the multinational success story that is Orange today, creating a whole new style of advertising along the way. The original case study at the heart of this film has been voted by past conveners as one of the very best case studies from 30 years of the IPA Effectiveness Awards: these are brilliant campaigns that still have much to teach us about planning effective communications today. If you want to find out more about the power of emotional advertising, great brand building or the direct effect advertising can have on shareholder value, then this is a must see.