Client: JKR. UK
In 1973, Hovis launched a famous classic television advert featuring a Hovis delivery boy pushing his laden bike uphill. This image of the delivery boy became entrenched in the Hovis brand. In line with the brand refresh, JKR commissioned Chris Mitchell to provided an iconic illustration of this memorable image in order to help visually restore consumers waning belief in the 'inherent goodness' of Hovis. Hovis is regarded as the UK's most well known quality baker, having been baking bread since 1886.