Hovis embarks on first 'buzz marketing' drive.(Premier Foods appoints Caroline Jary for its oat loaf marketing)(Brief article)

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 …