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Premier Foods focuses on word of mouth to support launch of Hearty Oats loaf.
Hovis is launching its first marketing advocacy progr- amme, to promote its recently launched Hearty Oats product.
The Premier Foods bread brand is mirroring initiatives undertaken by Procter & Gamble, which has also used word-of-mouth programmes to raise awareness of its products.
The aim of the campaign is to recruit 8000 advocates to help support the launch of the product, as Hovis introduces a greater word-of-mouth element to its marketing activity.
Hovis Hearty Oats is the UK's first loaf baked with 50% wholegrain oats and 50% wheat flour. Premier Foods claims …