Hovis – Sherlock Gnomes Film Partnership



  • £300k spend (on-pack, experiential and media)
  • On-pack promotion on 8 million packs of Hovis BOB (actual sales of 8.9 million!)
  • Promo start date: 22nd April (Premiere)
  • Promo end date: 20th August (1 month after packs finish instore)
  • On-pack promotion open to UK and ROI residents
  • Great buzz on social media #hovisgnomes and #sherlockgnomes
  • Sampling activities at the Premiere (Hovis were the only provider of goodie bags), Chewton Glen Celebrity Influencer Weekend and Shopping Centres
  • Hovis branded cinema Ident made by P&D Productions. Estimated admissions: 704,000. Delivered admissions: 1,130,810 – over delivery of more than 60%!
  • Headline prize provided by Paramount: A family adventure for up to 4 to London!
  • Runner up prizes: 5000x sets of Sherlock Gnomes toast stamps
  • 22,000 entries
  • Great Partnership: Very British film for a very British brand!