The link is Hovis' first consumer-based cause related marketing tie-up, although in 2001 it donated £40,000 to NCH Action for Children after launching Basketwatch - an amnesty on the return of stolen supermarket bread trays.
The first phase of the NSPCC campaign, created by Chilli Marketing, runs for eight weeks from April 1. Details of the audition and the Hovis hotline number will appear on 61 million packs. Participants call the number and sing down the phone; winners will be notified in July. Calls will cost £1.13, with 75p going direct to the charity.
The judges and record producer are yet to be confirmed, as are details of the record and how many winners will contribute to it. It will be released commercially and heavily marketed. Further promotions will launch later this year and in 2004 and will be aimed at parents with kids.
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