Hovis have played the "Britishness" card a couple of times with packs featuring splashy images of the union jack, but their most recent launch introduces a far more subtle and potentially more interesting emotional connection – the idea of the British Farmers' loaf.
By forgoing the jingoistic approach in favour of what is effectively both an empathy and heritage story – they feel like they may be onto a winner. A clear demonstration that the subtle approach is often the best.
