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Hovis, the Premier Foods bread brand, has launched a £3.5 million integrated marketing campaign to support its new premium British Farmers Loaf.

The campaign, the last by Dare before the account moves to JWT, launched last weekend with a TV ad showing a father and son overcoming the daily challenges of working on a farm while portraying the hard work that goes into making each loaf of bread.

It will be supported by radio, digital and PR activity, including sponsorship of this week’s British Sandwich Week.

The campaign was created by Gavin Torrance, Danny Hunt and Danny Brooke-Taylor, the agency’s former joint executive creative director.

The ad was directed by Seb Edwards at Academy.