George Who?! Hovis enlists a man who knows his bread as Tom Kerridge is unveiled as face of new advert

14 May, 21

Hovis®, the iconic 135-year-old, well-loved British bakery brand, is proud to unveil one of Britain’s most loved chefs, Tom Kerridge as the star of its new advert launching its new Bakers Since 1886™range.

Although he’s not an Oscar winner, Tom is a man who knows great flavour and is proud to champion the taste of the new Bakers Since 1886™ range, which includes two tasty flavours of expertly created half cob loaves as well as Premium Burger Buns and delicious mature Cheddar Cheese Topped Rolls and is available in all major retailers now.

While Hollywood types may shun carbs, our Marlow man is a true bread lover. In the advert, Hovis shows a female baker proudly hand rolling the dough in tasty seeds before it is baked to perfection. As the renowned Dvorak music plays in the background, the sumptuous half cob loaf then makes its way to Tom’s kitchen. Unable to resist the delicious sandwich, he takes a bite before being interrupted by his wife who quickly claims the Hovis creation as her own. Bakers Since 1886™, the best thing since…

The ad will air for the first time on Monday 17th May on ITV.

Hovis has a rich history of advertising that taps into the nation’s psyche, with its iconic 1973 ‘Boy on the Bike’ advert named the most iconic and heart-warming advert by Kantar in 2019[1].

Before he was a chef, Tom flirted with the idea of becoming an actor and took on a few roles before finding his home in the kitchen. Although he didn’t rise to Hollywood stardom, Tom was chosen to represent Hovis for his accolades in cooking, rather than on the big screen.

Nina Shanahan, Head of Marketing for Hovis® commented:

“We love working with Tom Kerridge, he was the perfect choice to star in our new advert. His enthusiasm for great food is undeniable and we know that having a renowned British chef as the face of our new Bakers Since 1886™ range is testament to the incredible taste and quality our customers will enjoy.”

Tom Kerridge commented:

“I’m a big fan of Hovis, it’s an iconic British brand that I’ve admired for many years so I was thrilled to be asked to star in the new advert. I know good bread and the new range is irresistible, I’m confident the great British public will agree.”

A true brand partner, Tom is also using the Premium Burger Buns in his restaurant in Marlow, The Butcher’s Tap & Grill. Testament to the quality and taste of the new range, diners can enjoy the Hovis buns at the esteemed eatery for takeaway before it opens for restaurant dining.

Tom will also partner with Hovis, as Brand Ambassador, to help celebrate the new launch in a number of different ways – from showcasing his mouth-watering creations using the Premium Burger Buns on the road with The Alfresco Theatre, to encouraging the nation to bring back the beloved toastie using the brand’s delicious new loaves in a new podcast sponsored by Hovis entitled ‘The Pirate Ship’. The podcast is set up in collaboration between Tom Kerridge and radio, podcast and TV presenter Chris Stark, where weekly celebrity guests and plenty of audience participation will see amazing food and drink put at the heart of every episode.

The podcast will be launching on 17th May 2021.

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