image improved by 8% in terms of "product value", and 6% in terms of perception of quality and tastiness of the product. In addition, the communication of the brand's tagline, "As good today as it's always been", increased from its 52% norm to 86%, and research showed that consumers were far more likely to talk about the brand amongst themselves than prior to the campaign's launch. The response by the public translated directly into financial gains for the brand. Sales of Hovis products jumped by £12m in the three weeks following the campaign's launch. By the end of the following month, Hovis' share of the UK bread market increased by 3.5%, with £60m added to the top line of the business. By the end of November 2008, sales figures had increased by 14% from same period the previous year. The success of the campaign was such that it lent a halo effect to Premier Foods as a whole. By January 2009, the company's profit margins had increased from 2.8% to 12.2% and its share price had more than doubled. The impact of the campaign did not go unnoticed by Hovis' competitors. Warburtons increased its annual marketing budget from £2m to £22m. Over half of this larger budget went towards the production and release of a new television and print campaign designed to emphasise the family-owned nature of the brand.<ref>"Warburtons to take on Hovis with pounds 22m push.", Marketing", 1 October 2008. Retrieved 19 May 2010.</ref> The 60-second television component of the campaign, titled Foreign Businessman, premiered on 4 October 2008, during a commercial break in the talent show The X Factor. Foreign Businessman was largely panned by the advertising community; it was declared one of the ten worst campaigns of 2008 by Campaign magazine. Mark Ritson of Marketing magazine criticised Warburton's decisions on length and ad space purchases, saying: "Warburtons got similar audience numbers when it premiered its ad during The X Factor, but totally missed the context. It's a similar story with the length of the ads: Warburtons' 60-second spot is longer than the usual, but hardly breaks the mould. Ritson went on to praise the Go On Lad campaign, adding: "Choosing 122 seconds, one for every year in its history, was a stroke of genius by Hovis. It not only makes for an epic ad, but also emphasised the brand's heritage in the launch PR backing the campaign."