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The Wholemeal Challenge campaign is based around a money-back guarantee that consumers who eat Hovis Wholemeal once-a-day will feel healthier.

A microsite has been created from which consumers can sign up for money-off coupons. To drive sign up there is also a prize draw for a holiday in Thailand.

Additionally the microsite includes recipes, an ‘Emma B’ page and hints and tips for staying healthy.

There will also be a sampling campaign around train stations to drive trial. Other Marketing support will include promotional packaging, press advertising and in-store POS. 

The campaign launches alongside a TV ad drive from competitor Warburtons for its own wholemeal and All in One products.