Hovis is back on UK TV screens for the first time in six years with a new campaign called ‘Strength Baked In’, created by global creative agency VCCP.

The campaign celebrates Hovis’ long history and its place in British life, going back to 1886 when the brand began mass-producing bread in Macclesfield.

The campaign’s main film, directed by Zak Razvi, features old Hovis ghost signs on buildings in towns like Stockport and Preston.

These signs help tell real stories of strength in local communities.

This is the first work from VCCP for Hovis since winning the account in 2024.

The campaign will run across TV, social media, digital, and in-store channels.

Mark Brown, CMO at Hovis said: “‘Strength Baked In’ is a recommitment to the values Hovis has always stood for – strength in community, authenticity, and resilience. And that commitment sparked a genuine transformation across the business – bringing fresh energy not just to creative strategy, but to product development, innovation, and internal culture.”

Emma Houlston and Colin McKean, Creative Directors at VCCP, added: “Handpainted Hovis signs have adorned brick walls across the nation for over 100 years. We wanted to celebrate these beautiful symbols of endurance and the resilience of the people who pass by them every day. Those wise, weathered Hovis signs have seen it all, reminding us we all carry strength, even in the toughest times.”