Hovis – Experiential Baking Roadshow

15 May


Household name Hovis have launched a nationwide experiential baking roadshow in conjunction with experiential agency Hot Pickle.


Hovis Experiential Baking Roadshow


The Aim

To introduce consumers across the country to the history of the Hovis brand.


What Are They Doing?

Working with experiential partner agency Hot Pickle, Hovis are conducting a nationwide experiential baking roadshow. Going back to their roots, the popular bread brand have created a branded 1962 Airstream trailer, equipped to serve customers freshly baked bread straight from the oven.

In addition to this, Hovis are sending a selection of master bakers to accompany the tour, hosting baking demonstrations along the way. The site comes with outdoor seating, where guests can enjoy bread spread with jam or butter, or, if they’re feeling active, guests can mill the wheat themselves on a specially designed bike. Whether milling is your thing or not, each visitor can walk away with a full 800g wholemeal loaf.

Having started in Cardiff 11th May, the roadshow will visit Westfield London (17th-21st May), Bullring Birmingham (25th-28th May), The Briggate Leeds (1st-4th June), Exchange Square Manchester (7th-11th June), Westfield Stratford City (13th-18th June) and Argyle Street Glasgow (22nd-25th June).


Why We Like It?

Having committed to upping their investment in experiential marketing last year, Hovis have created a sterling example of an effective roadshow which showcases the core values of the brand. Generously-sized samples, combined with creative sampling allows consumers to both taste the product at its best and go home and try it themselves, the fact that most visitors will be using that product for the next week is a stroke of genius on the part of Hovis. Having seen this activation first hand in Cardiff city centre, we can vouch that it really drew a crowd.

Similarly, the various traditional aspects of the roadshow, baking demonstrations and the milling bike, demonstrate a level of transparency to consumers. By inviting them to see what they’re all about, Hovis develop a level of trust, conducive to creating a meaningful relationship based on more than just taste preference.

To conclude, Andrew St Clair Johnson, partner at Hot Pickle, offers this analysis we completely agree with;

“It’s great to see experiential sitting at the heart of a consumer campaign and to have the opportunity to work collaboratively with the Hovis team to deliver a big impact, generous and memorable experience.”


Experiential roadshows are a great way to improve brand awareness and product trial. We work with brands of all sizes to help them get the most out of their face to face marketing, contact us today to find out more!