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Food Industry News

Iconic Hovis Boy on the Bike advert returns after 45 years


A digitally remastered version of Ridley Scott's Hovis ad, voted the most iconic UK advert of all time, returns to TV heralding importance of craftsmanship and tradition within UK produce

Iconic Hovis Boy on the Bike advert returns after 45 years


"I couldn't agree more with the sentiment of the traditional informing our future when it comes to food and am delighted to see this iconic and heart-warming ad return to our screens "
Anishya Kumar



A digitally remastered version of the most iconic UK advert of all time returns to TV heralding the importance of craftsmanship and tradition in relation to UK produce. An advert that was recently named the UK’s “most iconic” returns to our screens after more than 45 years. The advertisement centres around a boy delivering bread accompanied by what most people know as “The Hovis Music”, or rather “Dvorak’s New World Symphony”

Jeremy Gibson, marketing director at Hovis, said: “The values of our brand have never been more relevant, so we decided to remaster and relaunch our ‘Boy on the Bike’ advert. Despite being over 46 years old, recent research has found that the advert is as good today as it’s always been and differs from adverts focusing on broader entertainment."

In April 2019 Research firm Kantar surveyed more than 1,000 consumers to ask for their most heart-warming and memorable advert and 'Boy on the Bike' for Hovis topped the poll. Internationally renowned director Ridley Scott, launched his career with the original advert made in 1973 when he worked at one of the UK's most famous and influential ad agencies, Collett Dickenson Pearce. It was based on his first ever film, a black and white short Boy and Bicycle, and he has remastered it in conjunction with the British Film Institute (BFI) national archive. The familar tones of Dvorak’s New World Symphony have also been re-recorded by a new generation of the original Ashington Colliery brass band as the boy makes his way up the famous cobbled street with his delivery of Hovis loaves.

We are seeing a mass movement across the country celebrating craftsmanship, traditional products and UK produce" Jeremy Gibson from Hovis continued "this advert is one of the most iconic examples of a brand celebrating the ties that bind us as communities and as a country, drawing on tradition but informing our future.”

Anishya Kumar, CEO and founder of Zinda Foods couldn't agree more with this sentiment of the traditional informing our future when it comes to food.  She said 'There is a big move in the UK towards tradition and "Real Bread" thanks to campaigns like “Real Bread Week” and consumers are welcoming moves away from industrially packaged and over-processed food."

"Our hand made AirWraps come from the traditional skills found in making breads like roti. We were determined to create a wrap base that was preservative and additive free. We also wanted it to be handcrafted (artisan) and wonderfully soft. We also wanted it to contain no trans fats, hydrogenated oils or palm oil and less sodium making it a much healthier lunchtime option. We have taken those handmade skills but found a unque way of making them commercially viable for wide-scale production and supply".

"Not stopping there, our fillings are also based on tradition. We work with award-winning chefs such as Alfred Prasad to take traditional and familiar fillings such as Chicken Caesar Salad and Greek Salad - such as our Mediterranean Feta Cheese -  and give them twist so that they can be enjoyed by future generations."

Hovis said it hopes to introduce the advert to a new generation who still appreciate its “core message of hard-work, family and the strength of community”. Their ad will air on 3 June 2019 and will run on ITV throughout June.

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