Hovis ­ that bastion of Britishness ­ is undergoing the most radical revamp in its history, with funky new packaging and a £7m ad campaign which leaves its sepia tinted bread-boy-on-a-bike heritage far behind. The new packaging, on shelf from June 11, features unusual choices for the bread fixture ­ close up pictures of baked beans, cucumber, eggs and tomatoes. It is designed to stand out on shelf and to emphasise the brand's association with good food. The South Park-style cartoon ads also kick off on June 11. They aim to represent modern attitudes and star seven year old Harry Hovis and his dysfunctional family. Storylines include a Hovis sandwich refuelling a rude words competition between Harry and his friend Alfie, and an argument between Harry's sister Hannah and her mother over lunchbox contents. The theme of getting something good inside you' runs through the series. The range includes a new Square Cut Wholemeal loaf and improved recipes, which aim to make the white bread stay soft for longer and to give the wholemeal a nuttier taste and a more domed shape. {{MARKETING - P&P }}

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