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Hovis is reportedly in merger talks with Kingsmill as the baking industry consolidates to cope with higher costs and a consumer backlash against processed foods. In this new campaign, however, VCCP sidesteps all that to showcase the Hovis brand and the place it has held in British culture since 1886.<\/p>\n
Employing VCCP\u2019s trademark mix of grit and sentiment, the TV commercial uses the painted Hovis \u201cghost signs\u201d that are still visible on walls in some parts of the country. The 2025 update is that a new sign is being painted in bold yellow, carrying the line \u00a0\u201cStrength baked in,\u201d and Ridley Scott\u2019s famous \u201cBoy on the bike\u201d is now a boy offering a sandwich to the sign painter.<\/p>\n