The campaign, which was created by Chemistry, uses illustrations based on a Hovis advertisement from the 20s to show how children and adults like different types of bread.
In research many shoppers buy one type of bread for themselves and another for their children, usually white with less nutritional value. Hovis describe Best of Both, which is both wholemeal and white, as the answer to this problem.
Marketing support for the promotion includes in-store point of sale, press and radio advertising. The work is Chemistry's second for Hovis since it was appointed last year and follows January's Wholemeal Challenge.
Hovis' move follows rival bakery brand Warburtons own coupon push with Heinz, Princes and Birds Eye. Warburtons is offering £20m worth of coupons across its partner brands.
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