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Premier Foods called a pitch in May through ISBA and saw a number of undisclosed agencies in early June.

Agency Republic will now handle all of Hovis’ digital communications. 

This is the first time Premier Foods has appointed one agency to handle Hovis’ digital advertising.  Previously, it has worked with digital agencies on a project-by-project basis, such as the Manchester-based agency Code.

Miles Calcraft Briginshaw Duffy relaunched Hovis last September through the award-winning "go on lad" TV spot.

Julie Leivers, Hovis’ head of brands, said: "We were impressed by Agency Republic’s pitch presentation, which demonstrated a combination of passion, creativity and strategic skills."