capitalise on its Hovis brand by guiding it safely into uncharted territory: the white bread market. From 1886, and its beginnings as the original wheatgerm flour, until 1975, Hovis remained an uncut ...

Hovis’ 1973 advert Boy on the Bike is one of the rare exceptions to this rule. Set in post-war Britain, the ad tells the story of a boy making his bread delivery at the ... s Gorilla and Guinness’ ...