The Infinite Dial

Many of our radio clients have "heritage" brands--brands that have been around for years, and stand for something, which is increasingly rare in this business. In radio, the traditional strategy for heritage stations is to make that heritage the foundation of the brand by reminding listeners how many years you have been rocking Philadelphia/Des Moines/Minot etc. Trouble is, that number, by itself, is meaningless. It offers no tangible benefit to remind listeners how long you have been in a market, save to remind listeners how old they themselves are!

Revitalizing heritage brands is more than just reminding people how many years of continuous service you have in a market. It's reminding them why they should care. In short, it's making your listeners feel something about that heritage: pride, love and a sense of community.

What do you do if you are not just a brand with decades of heritage, but are also a "commodity" like sliced bread? You work, and you work harder to get to the essence of your brand and how your longevity connects on an emotional level with your customers. That is exactly what the Hovis bread company did with this ad, which is epic, stunning and the very epitome of what an "older" brand can really do to remain vibrant and connected.

If that didn't bring a little tear to your eye, you are made of stone, my friend. So the next time you even think about running a TV spot trumpeting your position as "Oaktown's Country Favorite for over 20 years" or the like, consider this Hovis ad as an absolute clinic on reminding listeners why they should even care.