Premier Foods’ Hovis marketing strategy targeting women – ‘The Hovis Whole meal Gold Start Challenge’ – was highlighted in the FDF report.
The project was launched back in January 2011 in collaboration with Olympic Gold Medallist Victoria Pendleton. The aim behind it was to help women stop mid-morning snacking by promoting a whole meal breakfast option.
“Premier Foods was keen to explore the opportunity to support busy women, like Victoria, to make a small but important change to their eating habits and to provide information on healthier options with enhanced nutritional value,” it said in the report.
A trial conducted by the company found that 64% of women who swapped regular breakfast choices for Hovis Wholemeal felt fuller for longer, and 86% said it helped them stop snacking between breakfast and lunch.
The project featured a ‘stop snacking’ facebook app, daily prizes and motivational tips from the Olympic medalist.
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