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'Strength Baked In', tells the story of the enduring resilience shared by Hovis and the people it serves, past, present, and future.

Our approach to music shows the power of not stopping at what is true about a brand, but reimagining how it is expressed for today. Having the confidence to challenge convention and question long-held brand codes.

We reinterpreted Hovis’s iconic Dvořák soundtrack from 1973, using Sam Fender’s 2025 hit Remember My Name, featuring the Easington Colliery Band - honouring the brand’s Northern roots while delivering a contemporary, emotionally resonant sound.