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 very top of Gold Hill in Dorset ...

The same, it seems, went for Hovis. An early ad cited Hovis bread and biscuits as a “cure for indigestion, recommended by the medical profession”. A later ad in the 1880s saw the words ...

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