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 ...

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 ...

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