Following the experiential campaigns for Hovis' Soft White and Best of Both ranges this year, the brand has brought in Hot Pickle to create a fully integrated multi-agency campaign with experiential at its core.
Sophie Lyons, marketing manager at Hovis said: "Hot Pickle demonstrated a genuine affinity with the brand and stood out with a combination of smart strategic thinking and a killer creative idea. They also have an impressive FMCG portfolio and we’re looking forward to a great experience in 2017."
The agency won the account following a competitive pitch during October and November, and will be working with a number of other agencies to extend the reach of the activation across multiple channels.
Andrew St Clair Johnson, partner at Hot Pickle said: "We are extremely excited and proud to be working with Hovis. It’s a great opportunity to demonstrate the potential of events and experiential to sit at the heart of a campaign and to drive content across channels."
This week, brand experience agency Sense announced that they will be launching a new agency in New York. Also this week, Danone appointed Mars Events to activate the relaunch of yoghurt brand Activia.
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