Hovis is making plans to return to TV screens with a £2 million campaign this summer after partnering with creative agency VCCP.

Before launching a new campaign, the bread brand will be re-running its familiar ‘As good today as it’s always been’ strapline with a new voiceover from Salford-born former Dr Who Christopher Eccleston, who recently co-starred with Jodie Foster in True Detective: Night Country.

Hovis’ last TV appearance was in 2021, with a campaign titled ‘The best thing since… 1886’ starring Tom Kerridge and created by agency Initials CX.

Two years previously, it brought back Ridley Scott’s famous ‘Boy on the bike’ ad.

VCCP CEO Cliff Hall said: “We’re thrilled to be partnering with a brand like Hovis, which is full of heritage and rich history and we look forward to working together to create a compelling campaign.”

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As well as appointing VCCP as its main creative agency, Hovis has also brought in Medialab for media strategy, planning and buying, and Clarion Communications for PR, while digital will be led by Wearefreak.

Hovis brand communications lead Adrian Mooney said: “This campaign provides a timely reminder to celebrate the treasured and reassuring role that Hovis plays in many millions of people’s lives”.

“The ad and content highlight the everyday rituals of preparing, making, eating and sharing our well-loved products – and their creation of emotional connections and experiences which we sometimes take for granted.”

“It’s an exciting moment for the brand, and we are delighted to be in partnership with our fantastic new group of agencies to create further great work in the coming years.