Hovis appoints Hot Pickle as strategic partner for experiential

Hovis has appointed the experiential agency Hot Pickle as the strategic partner for experiential in 2017.

Following the success of experiential campaigns on the Soft White and Best of Both ranges in 2016, Hovis plans more investment in the channel. The activity will consist of a fully integrated multi-­‐agency campaign with experiential at its core.

Commenting on the decision to appoint Hot Pickle, Sophie Lyons, marketing manager, Hovis says: “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.”

Hot Pickle, who won the account following a competitive pitch in October/November, will be working with a number of agencies to extend the reach of the activation across multiple channels.

Commenting on the win Andrew St Clair Johnson, partner, Hot Pickle says: “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.”

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