Flour and bread company Hovis has appointed brand agency Hot Pickle as its strategic partner to increase its investment in experiential marketing in 2017.

Following previous experiential campaigns on the Soft White and Best of Both ranges in 2016, Hovis plans more investment in the channel. The activity will consist of a fully integrated multi agency campaign with experiential at its core.

Sophie Lyons, marketing manager of Hovis, says, "Hot Pickle demonstrated a genuine affinity with the brand and stood out with a combination of smart strategic thinking and a killer creative idea. They also have an impressive FMCG portfolio and we’re looking forward to a great experience in 2017."

Hot Pickle, who won the account following a competitive pitch in October/November, will be working with a number of agencies to extend the reach of the activation across multiple channels.

Andrew St Clair Johnson, Partner, Hot Pickle says, “We are extremely excited and proud to be working with Hovis. It’s a great opportunity to demonstrate the potential of events and experiential to sit at the heart of a campaign and to drive content across channels.”